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

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

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

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

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