The 6 Positioning Principles

1 – Find an Open Hole.

Look into the mind for an open hole.

2 – Narrow your Focus.

You can create an open hole with a narrow focus.

3 – Name is Foremost.

The brand name and the category name.

4 – The Visual Hammer.

Words alone are not enough.

5 – The Verbal Battlecry.

A memorable and meaningful slogan.

6 – PR, not Advertising.

PR establishes credibility.