Positioning - What's the Next Word for Branding?

positioning is what is left to those who do not have the ability to effect strategy, to effect the product. It's basically, how do you take the strategy and spin it? Now, i remember the first bunch of times working with the firm on their positioning. It wasn't an exercise in strategy to them. It was an exercise in spin. I used to get asked the lot, ok, what's the next word for branding? What's the buzz word? And i used to say, it's catalyzing o. That was a bad prediction. You can't figure what is going to happen until you're out there in the market place.