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.
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.
Good things happen when you narrow your focus.
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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.
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.
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.
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
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.
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
The best way to make news is to announce a new category, not a new product.
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.
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.
It's better to be first in the mind than to be first in the marketplace.
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.
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.
If you can build a powerful brand, you will have a powerful marketing program. If you CAN'T then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective.
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.
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