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

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

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

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

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

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