Most people would say that they find political advertising distasteful. But politicians know one thing about positioning that a lot of companies don’t. One of the most effective ways to establish your position in the marketplace is to create a position for your competition. In the 1960’s, Pepsi built a campaign around “The Pepsi Generation,” positioning Coke as a drink for older people. Apple invited consumers to “Think Different,” lumping its competitors all together as companies who did the same old things. Think about how you could create a position for your competitors, then offer your own brand as the alternative to that.
