The primary objective of a branding program is never the market for the product or service. The primary objective of a branding program is always the… - Al Ries

To be successful today, you must touch base with reality. And the only reality that counts is what’s already in the prospect’s mind. To be creative, to create something that doesn’t already exist in the mind, is becoming more and more difficult. If not impossible. 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.

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.