Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Don't play semantic games with the prospect. Advertising is not a debate. It's a seduction. 
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. 
Mind-changing is the road to advertising disaster. 
Marketing is what a company is in business to do. Marketing is a company's ultimate objective. 
The next generation product almost never comes from the previous generation. 
The only reality you can be sure about is in your own perceptions. If the universe exists, it exists inside your own mind and the minds of others. 
The Internet is the ultimate in brand-centered buying. 
The best way to make news is to announce a new category, not a new product. 
Marketing is a battle of perceptions, not products. 
The crucial ingredient in the success of any brand is its claim to authenticity. 
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills. 
War and marketing have many similarities. 
Advertising is the way great brands get to be great brands. 
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior. 
THE LAW OF THE GENERIC: One of the fastest routes to failure is giving a brand a generic name. 
You want to change something in a computer? Just type over or delete the existing material. You want to change something in a mind? Forget it. 