Positioning is not what you do to a product. Positioning is what you do to 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.

Good things happen when you narrow your focus.

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

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

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

A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.