positioning

In the positioning era, the single most important marketing decision you can make is what to name the product.

Positioning is an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.

Word-of-mouth marketing happens most naturally in tight market subsegments.

Positioning is a revolutionary idea precisely because it cuts across the other four Ps.

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil, the nighttime cold medicine, gave up the daytime market. The focus of most marketing operations is just the opposite. They look for ways to broaden their markets by line extension, by size and flavor proliferation, b

Messages would “sound better” in print if they were designed for radio first. Yet we usually do the reverse. We work first in print and then in the broadcast media.