Sublime

Many companies have weak positioning precisely because they don’t clearly understand their true competitive alternatives in the minds of customers.

You need simplicity Only an obvious idea will work today. The overwhelming volume of communication prevents anything else from succeeding. But the obvious isn’t always so obvious.

Owning a position in the mind is like owning a valuable piece of real estate. Once you give it up, you might find it’s impossible to get it back again.

It’s better to be first in the prospect’s mind than first in the marketplace. Which, if anything, understates the importance of being first in the mind.

In positioning a product, there’s no substitute for getting there first.

To succeed in our overcommunicated society, a company must create a position in the prospect’s mind, a position that takes into consideration not only a company’s own strengths and weaknesses, but those of its competitors as well. Advertising is entering an era where strategy is king. In the positioning era, it’s not enough to invent or discover

Ogilvy called it “the Big Idea.” The concept was that every great promotion has, at its core, a single, powerful idea.