Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person.
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in reading orderThe basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.
The most effective way to get into a mind is to be first.
You have to be focused. You have to be concise. You have to simplify.
The key is to keep hammering away at the same simple message until it creates a permanent position in the minds of the people.
The most important decision in marketing is what to name the product.
The mind accepts only that which matches prior knowledge or experience.
A confused mind always says no.
In the mind, things that are alike are assumed to be the same. Things that share the same name are assumed to have the same quality.
The single most wasteful thing you can do in marketing is trying to change a mind.
Keep what you read, not just what you finished.
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