Positioning is a totally verbal concept. You build a brand by owning a word in the mind.
Yet the best way into a mind is not with words at all. The best way into a mind is with visuals.
But not any visual. You need a "visual hammer" that hammers a verbal nail. The Marlboro cowboy. Coca-Cola's contour bottle. Corona's lime.
The cowboy hammers "masculinity." The contour bottle hammers "authenticity." The lime hammers "genuine Mexican beer."
A trademark...
Positioning is a totall...
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