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

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Your brand’s power lies in dominance.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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The essence of positioning is sacrifice.
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Positioning is what you do to the mind of the prospect.
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Positioning is how you differentiate yourself in the mind of the prospect.
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Branding is simply a more efficient way to sell things.
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IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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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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Positioning is not what you do to a product.
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That is, you position the product in the mind of the prospect.
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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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War and marketing have many similarities.
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