It's better to be first in the mind than to be first in the marketplace.

To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.

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

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

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.

It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.

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