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Now think of that, as though you wished to position your product. This amusing word has greater success among experts in marketing, however among them you will not find even a two-three which would refer in opinion, that it all the same means. My own definition is those: « Than the product and for whom it is intended » is. I could position soap “Having given” as a washing-up liquid for men after dirty work, however instead of it have decided to name its toilet soap for women with a dry leather. Last 25 years it operated trouble-free.
In Norway cars ” SAABS ” had no any precise status. We have decided to name them « cars for winter ». Three years later they have won first place among all cars suitable « for the Norwegian winters ».
In due time I have been puzzled by an idea on how it is necessary to advertise the machine, with a kind more similar to an orthopedic boot. However Bill Bernbah and its “fighters” have presented new “Volkswagen” as actual at that time the protest against bourgeois image of cars of ” the Great Detroit three » and thus have erected this “bug” in a cult among enough broad audience of progressively adjusted young Americans.

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