Most Important Concepts To Remember:

• The mind is overexposed to information. You need to make your message stand out. Make the message sharp & simple to remember.
• It is vitally important to be FIRST. Nobody remembers the second.
• To win the battle for the mind, you can’t compete head-on against a company that has a strong, established position.

How Can I Use This Information:

• Make PERCEPT’s position on the market clearer and simpler. We are the home decor brand for men.
• Do your best to hammer this point home. Mention it everywhere. Everyone needs to know it. PERCEPT is the home decor brand for men.

Chapter Recap:

Chapter 9: The Power of the Name

• Name is important.
• Argues that name should explain what you do, but not be too generic.
• Bad name will slow down growth, good name will speed up. Better to change, if in position with bad name.
• Childrens names determine much of their life.

Chapter 10: The no-name trap

• When people have a choice between a word or a set of initials, people choose the one with shorter phonetic length. If equal, people use the word. E.g. New York vs N.Y.
• A company must be very well known before it can use initials successfully.
• Messages ”sound better” in print if they are designed for radio first.

Chapter 11: The free-ride trap

• Don’t give your existing brand name to an entirely new product. To be successful with your new product, you would have to change the names meaning.

Chapter 12: The line-extension trap