David Ogilvy said...

"Any damn fools can put on a deal,

but it takes genius,

faith and

perseverance

to create a brand."

I say...
"Diferrentiation can hold existing customers

while attempting to seize competitors' customers.

Thus, besides knowing your customers,

it is just as important that

your customers know you!"

Positioning, as defined by J. Trout...
"... how you differentiate your products

in the minds of your prospects "