Most brands think they’re competing with other companies. They’re not.
 Their real competitor is nothing.

Most of the time, customers aren’t choosing between you and someone else. They simply aren’t thinking about you at all. That’s not a positioning problem. That’s a salience problem.

You don’t need to be loved.
 You just need to be remembered at the right moment.

Strong brands don’t try to own everything. They own a trigger.
 KitKat owns “taking a break.”
 Guinness owns St. Patrick’s Day.

Pick one specific moment in your customer’s day. The commute. The afternoon slump. The pre-meeting anxiety. Anchor your brand to that moment so when it happens, you come to mind automatically.

That’s how demand actually shows up.

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