The first person, the first mountain, the first company to occupy the position in the mind is going to be awfully hard to dislodge. Kodak in photography, Kleenex in tissue, Xerox in plainpaper copiers, Hertz in rent-a-cars, Coca in cola, General in electric. The first thing you need to “fix your message indelibly in the mind” is not a message at all. It’s a mind. An innocent mind. A mind that has not been burnished by someone else’s brand. What’s true in business is true in nature too. “Imprinting” is the term animal biologists use to describe the first encounter between a newborn animal and
...more
