Everyone is interested in what‘s new. Few people are interested in what‘s better.
The crucial ingredient in the success of any brand is its claim to authenticity.
The most powerful concept in marketing is owning a word in the prospects mind.
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 brand should strive to own a word in the mind of the consumer.
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.