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

A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.

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

The crucial ingredient in the success of any brand is its claim to authenticity.

The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

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