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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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It’s better to be first in the mind than to be first in the marketplace.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Each year we send more and receive less.
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The next generation product almost never comes from the previous generation.
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A successful branding program is based on the concept of singularity.
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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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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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The real barrier (to building a brand) is the human mind.
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After a slow buildup, people become convinced that they have known about the brand forever.
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You have to reduce the essence of your brand to a single thought or attribute.
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The most powerful concept in marketing is owning a word in the prospects mind.
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A brand should strive to own a word in the mind of the consumer.
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