Staking a claim in the mind
of the consumer.
The most effective, efficient way to get inside the consumer’s mind is to be first in the category. The first brand. Jello®, brand defines the gelatin category. Which is how Rollerblade® became “inline skating.” Q-tips® claimed “cotton swab.” And why Coke® owns “real.”

Any challenging brand must stake a claim with a different—but legitimate descriptor. So, because Kleenex® owns “tissue”, Puffs® chose to be “soft.”
Once Volvo® staked out the “safety” position among expensive cars, for instance, the others had to secure different positions. BMW® grabbed “fun to drive.” Mercedes® took “engineered”. Lexus®, “luxury.”

Note, there are times when, rather than compete, it is wisest to create a new category all your own.

You can’t own “quality.” No one believes this. But no brand can claim “quality” as a position. Consumers won’t buy it. Even quality tests don’t work. After years of Pepsi Challenges “proving” people prefer the taste of Pepsi, Coke is still #1. What a brand can do, is to imply quality. And let the consumer decide for him or herself.

How many sports cars can you name?
Try this with your friends.
Ask them to name sports cars. Or family restaurants. Or pain relievers. Any category you like. Few people can go beyond seven brands.