Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

Good things happen when you narrow your focus.

Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.

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

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.