To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

The crucial ingredient in the success of any brand is its claim to authenticity.

What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

Good things happen when you narrow your focus.