Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.

The Internet is the ultimate in brand-centered buying.

Everyone is interested in what‘s new. Few people are interested in what‘s better.

A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

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

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

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