Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
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.
The crucial ingredient in the success of any brand is its claim to authenticity.
The Internet is the ultimate in brand-centered buying.
Good things happen when you narrow your focus.
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.