Sublime

No matter how complicated the product, no matter how complicated the needs of the market, it’s always better to focus on one word or benefit rather than two or three or four.

If you try to follow the twists and turns of the market, you are bound to wind up off the road. The best way to maintain a consistent position is not to change it in the first place.

Today it has become obvious that advertising is entering a new era—an era where creativity is no longer the key to success.

Finally, we must mention a dangerous yet common idea. The idea is that in order to stand out and attract attention, brands should be constantly striving to look different, to employ whacky eye-catching colours, shapes and gimmicks. Some people think this is what it means to be distinctive. This idea leads to dangerous behaviours of regularly changi

public relations strategy.

To repeat, the first rule of positioning is: To win the battle for the mind, you can’t compete head-on against a company that has a strong, established position. You can go around, under or over, but never head to head.

The customer believes that marketing is a battle of products.

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

Avoid clients whose ethos is incompatible with yours. I refused Charles Revson of Revlon and Lew Rosenstiel of Schenley. Beware of ventures which spend little or nothing today but might become major advertisers, if all goes well. Servicing such non-accounts can be expensive, and few of them make it.