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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

Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
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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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
Each year we send more and receive less.
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Each Less More Receive Send Year
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger

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