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

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

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.

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.

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.

The next generation product almost never comes from the previous generation.