It's a simple, focused value proposition. In other words, what's the reason to by from you instead of your competitors?

战略是一个简单、焦点明确的价值定位，换句话说，战略是买你的产品而不是你竞争对手产品的理由。

 

The science of planning and directing largescale military operations. Of maneuvering forces into the most advantageous position prior to actual engagement with the enemy.

战略：规划、指挥大型军事行动的科学，在和敌军正式交锋前调动军队进入最具优势的位置。

 

Positioning is how you differentiage yourself in the mind of your prospect. It's also a body od work on how the mind works in the process of  communication.

定位就是如何在顾客的心智中实施区隔，使品牌登入其中，占据一席之地。它涉及心智如何处理信息和运作。

 

That's why if you have a truly new product, its often better to tell the prospect what the product is not, rather than what is . The first automobile, for example, was called a horseless carriage, a name that allowed the public to position the concept against the existing mode of transportation.

这解释了一种现象：企业有了全新产品之后，告诉顾客该产品不是什么，往往要比告诉他们产品是什么还有效。世界上第一辆汽车当年被称作“不用马拉的马车”，这个新名称便借用了公众心智已有的马车概念，对新交通工具进行了定位。

 

Everything we have learned in the industrial age has tended to create more and more complication. I think that more and more people ar learning that you have to simplify, not complicate. That's a very Asian idea-that simplicity is the ultimate sophistication.

我们在工业时代所学的所有知识都倾向于制造越来越多的复杂性，现在开始越来越多的人开始明白要简单化而不是复杂，这是一条典型的东方智慧--最高明的智慧就是简单。

 

There has always been a general feeling in the marketing industry that new-product advertising should generate higher interest than advertising for established brands. But it turns out that we're actually more impressed by what we already know than by what's new.

许多企业认为，新产品较老品牌更能引起顾客兴趣，其实老商品的生命力往往被低估。

 

In the land of positioning, a successful strategy is based on finding a way to be different from your sea of competitors. What is the reason to buy your brand instead of another?

在大竞争时代，唯一的成功之道就是进入顾客心智。而进入顾客心智的唯一方式，即是做到与众不同。

 

Getting into the mind with a new idea or product or benefit gives you an enormous advantage, That's because minds don't like change.

以新概念、新产品或新利益第一个进入心智将拥有巨大优势，因为心智不喜欢改变。

 

Attribute ownership is probably the number-one way to differentiate a product or sevice. But beware, you can't own the same attribute or position that your competitor owns. You must seek out another attribute.

拥有一个特性可能是产品或服务实施差异化的第一方法，但是这里有个原则，企业不能拥有竞争对手已经占有的同一个特性，必须另找其他。

 

If business is war, the way to survive and prosper is to be better than your competitiors at one thing.

商场如战场，生存和成功之道在于形成核心优势，企业一定要在某方面聚焦，做到最好。

 

Also, there's the halo effect. If you strongly establish one benefi, the prospect is likely to give you a lot of other benefits too.

当品牌能牢牢建立一项利益，占据一个字眼，顾客就可能赋予它很多其他利益，称为光环效应。