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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

Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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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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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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Good things happen when you narrow your focus.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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To get into the consumer’s mind, you have to sacrifice.
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An attribute that nobody else already owns in your category.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Positioning is not what you do to a product.
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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
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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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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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