War and marketing have many similarities.

The next generation product almost never comes from the previous generation.

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

What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

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.