“Positioning is how you differentiate yourself in the mind of the prospect.”

It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.

It’s the first company to build the mental position that has the upper hand, not the first company to make the product.

The most powerful concept in marketing is owning a word in the prospects mind.

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

Everyone is interested in what‘s new. Few people are interested in what‘s better.

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

But with a laser, you can drill a hole in a diamond or wipe out cancer.

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

Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.

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.

A successful branding program is based on the concept of singularity.

The crucial ingredient in the success of any brand is its claim to authenticity.

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

War and marketing have many similarities.

Positioning is not what you do to a product.

The best way to make news is to announce a new category, not a new product.

The strange power of art is sometimes it can show that what people have in common is more urgent than what differentiates them. It seems to me it’s something that theatre can do, but it’s rare; it’s very rare.

The mature person becomes able to differentiate feelings into as many nuances, strong and passionate experiences, or delicate and sensitive ones, as in the different passages of music in a symphony. Unfortunately, many of us have feelings limited like notes in a bugle call.

The dialect part of it comes into play, but nothing like the differentiation that language sets up, for example.

I don’t differentiate between this one sin struggle than any other.

Since Israel does not differentiate between attacking this group or that.

The only thing that differentiates you and me from a couple of fourteen year old pyromaniacs is balistic glass!

The idea of it becomes a little freaky if you’re dealing with someone who has trouble differentiating between fantasy and reality, but that’s a concern no matter what kind of movie you’re dealing with.

Well, the most important thing about Islam is that we have to differentiate between two kinds of Islam.