Everyone is interested in what's new. Few people are interested in what's better. - Al Ries

According to a recent Spencer Stuart survey, a company’s chief marketing officer has the shortest tenure of any top executive. “This job is radioactive,

companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name.

The Avis campaign will go down in marketing history as a classic example of establishing the “against” position.