Sublime

While line extension is usually a mistake, the reverse can work. Reverse line extension is called “broadening the base.” One of the best examples is Johnson’s baby shampoo. By promoting the mildness of the product to the adult market, the company has made Johnson’s baby shampoo one of the leading brands of adult shampoo. Notice the characteristics

The most difficult part of positioning is selecting that one specific concept to hang your hat on. Yet you must, if you want to cut through the prospect’s wall of indifference. What are you? What is your own position in life? Can you sum up your own position in a single concept? Then can you run your own career to establish and exploit that positio

“We invented the product.” A powerful motivating force behind Xerox copiers. Polaroid cameras. Zippo lighters.

The first thing you need to “fix your message indelibly in the mind” is not a message at all. It’s a mind. An innocent mind. A mind that has not been burnished by someone else’s brand. What’s true in business is true in nature too. “Imprinting” is the term animal biologists use to describe the first encounter between a newborn animal and its natura

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.