A Quote by David Ogilvy
A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
When you publish something, it is very much as if you pulled your pants down in public. If what you have written is good, nobody can hurt you; if what you have written is bad, nobody can help you.
Being a physical specimen doesn't mean you're any good at playing inside. Positioning, using your head, the mental stuff - that's my game. That's what makes a good inside player.
You don't need to be fast if you're clever in your positioning, and that's exactly what Mark Noble is.
The reason that I like 'Game of Thrones' is because it's based on all these royal families. And it's cutthroat - just like hip-hop. It's all about positioning and figuring out who's going to last.
In Italy, the coaches are very attentive to the details. They really study things, and that is a big difference here. They look at your movement, your positioning. They study you and work out how to stop you.
When I write a page that reads badly I know that it is myself who has written it. When it reads well it has come through from somewhere else.
A lot of offensive rebounding is a lot of desire, a little bit positioning.
The truth is, I don't sketch much at all. I have a very visual/spatial brain that retains a lot of information about maps, directions, positioning, and details, so I usually prefer working out those issues on the page itself.
I try to shoot the first rehearsal because people are more spontaneous. People in real life don't really know where they are going to be either positioning themselves or how they will be saying their words. When people goof during the first take, it usually looks realistic.
Badly constructed houses do for the healthy what badly constructed hospitals do for the sick. Once insure that the air in a house is stagnant, and sickness is certain to follow.
To be useful in defence, to win back the ball, you don't always have to go sliding into the tackle. It's also about your positioning; sometimes all you have to do is take a step back.
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
The goal, then, isn't to draw some positioning charts and announce that you have differentiated your product. No, the opportunity is to actually create something that people choose to talk about, regardless of what the competition is doing.
If you have your own taste, you know what looks right and what looks good on you versus someone kind of telling you what looks good on you.
I find it is happening in different ways to every industry in the world, and positioning yourself for that, and trying to get ahead of that, is a big conversation right now.
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