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. - Al Ries

The 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.

companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name.

Marriage, as a human institution, depends on the concept of first being better than best. And so does business.