According to a recent Spencer Stuart survey, a company’s chief marketing officer has the shortest tenure of any top executive. “This job is radioacti… - Al Ries

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

The essence of marketing is narrowing the focus. You become stronger when you reduce the scope of your operations. You can’t stand for something if you chase after everything.

Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the marketplace. And just how do you generate publicity? The best way to generate publicity is by being first. In other words, by being the first brand in a new category.