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That is, you position the product in the mind of the prospect.

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If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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To get into the consumer’s mind, you have to sacrifice.
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