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Positioning is what you do to the mind of the prospect.

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Mind Position Prospect What

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

Positioning is not what you do to a product.
AL RIES

Mind Position Product
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Allow Build Decade Ear Forget Normal Old Person Take Truth
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
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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Company Hand Mental Mind Position Product Upper
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
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.
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Answer Brand Own Three Trouble Two

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