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

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Mind Position Product You

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

Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Positioning is not what you do to a product.
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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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Your brand’s power lies in dominance.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Advertising is the way great brands get to be great brands.
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Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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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Build Computer First Incent Mind Position Prospect
It’s better to be first in the mind than to be first in the marketplace.
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The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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