Marketing is not selling. Marketing is building a brand in the mind of the prospect.

A brand should strive to own a word in the mind of the consumer.

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

The Internet is the ultimate in brand-centered buying.

Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.

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.