But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the min… - Al Ries

When you try to be everything, you wind up being nothing.

Don’t try to trick the prospect. Advertising is not a debate. It’s a seduction.

With a plethora of products in every category, how does a company use advertising to blast its way into the mind? The basic underlying marketing strategy has got to be “reposition the competition.” Because there are so few creneaus to fill, a company must create one by repositioning the competitors that occupy the positions in the mind. In other words, to move a new idea or product into the mind, you must first move an old one out.