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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

If you can build a powerful brand, you will have a powerful marketing program.
AL RIES

Almost Brand Build Builder Come General Market Powerful Previous World
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
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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Brand Build Effort Else Focus Known Mind Nobody Owing Word
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
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
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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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Answer Brand Own Three Trouble Two
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak

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