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That is, you position the product in the mind of the prospect.

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Mind Position Product You

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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
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Each year we send more and receive less.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
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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Positioning is what you do to the mind of the prospect.
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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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
War and marketing have many similarities.
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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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