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

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.

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

Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.

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

The next generation product almost never comes from the previous generation.