The most powerful concept in marketing is owning a word in the prospects mind.

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

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.

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

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.

When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect's mind. A really well-known name sits on the top rung of a sharply defined ladder. The new product, if it's going to be successful, is going to require a new name. New ladder, new name. It's as simple as that.