To repeat, the first rule of positioning is: To win the battle for the mind, you can’t compete head-on against a company that has a strong, established position. You can go around, under or over, but never head to head.

Do you have enough money?

Once an old idea is overturned, selling the new idea is often ludicrously simple. As a matter of fact, people will often actively search for a new idea to fill the void. Never be afraid to conflict either. The crux of a repositioning program is undercutting an existing concept, product, or person.

The pure covering move is often difficult to sell internally. Management often sees the new product or service as a competitor rather than as an opportunity. Sometimes a name change will help bridge the gap from one era to the next. By broadening the name, you can allow the company to make the mental transition.

The most difficult part of positioning is selecting that one specific concept to hang your hat on. Yet you must, if you want to cut through the prospect’s wall of indifference. What are you? What is your own position in life? Can you sum up your own position in a single concept? Then can you run your own career to establish and exploit that positio

So stick with common descriptive words (Spray ’n Wash) and avoid the coined words (Qyx).

Too often, however, greed gets confused with positioning thinking. Charging high prices is not the way to get rich. Being the first to (1) establish the high-price position (2) with a valid product story (3) in a category where consumers are receptive to a high-priced brand is the secret of success. Otherwise, your high price just drives prospectiv

Can you stick it out?

But the best positioning ideas are so simple and obvious that most people overlook them.