Positioning

Well, the good old advertising days are gone forever and so are the words. Today you find comparatives, not superlatives. (Location 134)

To be creative, to create something that doesn’t already exist in the mind, is becoming more and more difficult. If not impossible. (Location 144)

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. (Location 146)

The best approach to take in our overcommunicated society is the oversimplified message. (Location 177)

“Fight fire with fire” is the old cliché. But as the late Howard Gossage used to say, “That’s silly. You fight fire with water.” (Location 547)

Don’t try to trick the prospect. Advertising is not a debate. It’s a seduction. (Location 788)

The media are constantly looking for the new and different, the fresh young face. (Location 1275)

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. (Location 2496)