To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. N… - Al Ries

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

Marketing is a battle of ideas. So if you are to succeed, you must have an idea or attribute of your own to focus your efforts around. Without one, you had better have a low price. A very low price. Some say all attributes are not created equal. Some attributes are more important to customers than others. You must try and own the most important attribute. Cavity prevention is the most important attribute in toothpaste. It’s the one to own. But the law of exclusivity points to the simple truth that once an attribute is successfully taken by your competition, it’s gone. You must move on to a lesser attribute and live with a smaller share of the category. Your job is to seize a different attribute, dramatize the value of your attribute, and thus increase your share.

In our overcommunicated society, the paradox is that nothing is more important than communication.