Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Good things happen when you narrow your focus.
A brand should strive to own a word in the mind of the consumer.
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
The most powerful concept in marketing is owning a word in the prospects mind.
Everyone is interested in what‘s new. Few people are interested in what‘s better.
A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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.
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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.
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
It's better to be first in the mind than to be first in the marketplace.
To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
The best way to make news is to announce a new category, not a new product.
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
The crucial ingredient in the success of any brand is its claim to authenticity.
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.
It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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. But with a laser, you can drill a hole in a diamond or wipe out cancer.
Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
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