The Science of Brand Positioning

The science of brand positioning is fascinating. The only kind of positioning that seems to rise to the top over and over and over is tiered positioning or price tiers. That's a very reliable type of positioning that almost everyone in the world as a buyer, as a shopper, intuitively understands. So just like you're saying with services, if you're the Lamborghini of consulting, then you're going to find an email service and website service and CRM service that's up there at the Lamborghinis level.