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

To get into the consumer’s mind, you have to sacrifice.

The Internet is the ultimate in brand-centered buying.

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.

IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.

It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

The essence of positioning is sacrifice.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

Branding is simply a more efficient way to sell things.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.

After a slow buildup, people become convinced that they have known about the brand forever.

You must be willing to give up something in order to establish that unique position.

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.