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Positioning is not what you do to a product.

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Mind Position Product

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Each year we send more and receive less.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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The Internet is the ultimate in brand-centered buying.
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The real barrier (to building a brand) is the human mind.
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You need to allow enough time for this forgetting to take place
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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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Advertising is the way great brands get to be great brands.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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That is, you position the product in the mind of the prospect.
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It is better to have 50% of one market, instead of 10% of five markets.
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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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Even if all the cattle on the range look pretty much alike.
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Positioning is not what you do to a product.
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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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