Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

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

It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place

If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.

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

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

The best way to make news is to announce a new category, not a new product.