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You have to reduce the essence of your brand to a single thought or attribute.

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Already Attribute Brand Category Essence Own Reduce Single Thousand

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
Positioning is not what you do to a product.
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Mind Position Product
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
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
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product

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