Sublime

Many other computer companies (and their entrepreneurial owners) became rich and famous by following a simple principle: If you can’t be first in a category, set up a new category you can be first in.

They don’t sell us better. The most exciting companies sell us different.

The essential ingredient in securing the leadership position is getting into the mind first. The essential ingredient in keeping that position is reinforcing the original concept. Coca-Cola is the standard by which all others are judged. In contrast, everything else is an imitation of “the real thing.”

The pure covering move is often difficult to sell internally. Management often sees the new product or service as a competitor rather than as an opportunity. Sometimes a name change will help bridge the gap from one era to the next. By broadening the name, you can allow the company to make the mental transition.

In order to break through the noise, companies would need to take into account their own strengths and weaknesses, then contrast them with their competitors to create a unique leadership position in the minds of customers.

Brand building is boring work. What works best is absolute consistency over an extended period of time.

The best approach to take in our overcommunicated society is the oversimplified message.

A better strategy in a sea of similar products with similar prices is to deliberately start with a higher price. Then ask yourself, What can we put into our brand to justify the higher price?