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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
amazon.com
ompanies 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.
Al Ries • Positioning: The Battle for Your Mind
In the positioning era, the single most important marketing decision you can make is what to name the product.
Jack Trout • Positioning: The Battle for Your Mind
“History shows that the first brand into the brain gets twice the long-term market share of the No. 2 brand and twice again as much as the No. 3 brand,”
Al Ramadan, Dave Peterson, Christopher Lochhead, • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
Rule of thumb: Opinions are worthless.
Rob Fitzpatrick • The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you
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.