The New Positioning

"We are strangling ourselves with a cord of unnecessary words, too many statistics, and meaningless jargon."

"Eighty percent of short-term memory never does get transferred."

"What's the difference between data and information?"

"Social scientists say that our selectivity process has at least three rings of defense."

"More and more commonly, boredom is arising from excessive stimulation or information overload."

"Never ignore the obvious."

"Behavioral scientists say there are five forms of perceived risk."

"Companies that lose sight of their markets quickly suffer the consequences."

"The job ahead for General Motors? To reposition all their brands."

"In almost every issue of the business press, you read about companies getting back to basics."

"A company must constantly survey their customers."

"Keep company managers from going off in unfocused directions."

"Repositioning is a must when customer attitudes have changed, technology has overtaken existing products and products have strayed away from the consumer's long-standing perception of them."

"For Lotus, it was time to think about moving on, or as we like to say, shifting the battlefield."

"Has anyone ever asked you which is more powerful, the eye or the ear?"

"What is a picture worth on television? That is, just the picture, without the sound?"

"A study from Northwestern University shows that if you try to convince people about a product and you do it with just a verbal message, people are much more persuaded about your product."

"There are two kinds of words: printed and spoken. We often confuse the two, but there's a big difference."

"The rhythm that we add to the spoken language, which is not in the written language, really does help in the learning process."

"I'd like to think that one word is worth a thousand pictures."

"One woman was given the name Jennifer, the other Gertrude. What do you think happened when this second group voted on which woman was prettier?"

"The name is the hook that hangs the brand on the product ladder in the prospect's mind."

"The verbal should be the driver, while the pictures reinforce the words. All too often the opposite is the case."