The Internet is the ultimate in brand-centered buying.
The next generation product almost never comes from the previous generation.
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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.
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.