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

Good things happen when you narrow your focus.

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

The most powerful concept in marketing is owning a word in the prospects mind.

What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.

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.

To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.