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For a repositioning strategy to work, you must say something about your competitor’s product that causes the prospect to change his or her mind, not about your product, but about the competitor’s 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
Al Ries • Positioning: The Battle for Your Mind
value risk (whether customers will buy it),
Marty Cagan • INSPIRED: How to Create Tech Products Customers Love (Silicon Valley Product Group)
In positioning a product, there’s no substitute for getting there first.
Jack Trout • Positioning: The Battle for Your Mind
The Law of Perception - Marketing is not a battle of products, it is a battle of perception.
The 22 Immutable Laws of Marketing.
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.