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Positioning is how you differentiate yourself in the mind of the prospect.

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Differentiate Mind Position Product Yourself

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

The best way to make news is to announce a new category, not a new product.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Even if all the cattle on the range look pretty much alike.
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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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That is, you position the product in the mind of the prospect.
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Branding is simply a more efficient way to sell things.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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After a slow buildup, people become convinced that they have known about the brand forever.
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The Internet is the ultimate in brand-centered buying.
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It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Positioning is not what you do to a product.
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