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

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

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

What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

Advertising is the way great brands get to be great brands.

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