Sublime

Al Ries and Jack Trout: Positioning: The Battle for Your Mind (McGraw-Hill). Ries

in the same position to benefit from a covering

What position do you want to own?

In the positioning era, the single most important marketing decision you can make is what to name the product.

When you take the long view of marketing, you find the battle usually winds up as a titanic struggle between two major players—usually the old reliable brand and the upstart.

Distribution is another possibility.

In the past when there were fewer products, when the volume of communication was lower, the name wasn’t nearly as important.

Avis was successful because it related itself to the position of Hertz in the mind.