How to Position Your Brand in a Small Business

Don't worry too much about quant in the beginning instead this idea of ethnography is a big advantage and something again larger companies can't do. pick on the big guy you know again in the bigger companies we focus on distinctiveness we position very clearly but how do I break into this market if i'm a small brand without really the resources to create that share of voice well there's two ways to position a brand. Ava's famously did it by pointing out they were second and to hurts his first and they would therefore try harder because hurts were basically a bunch of shits virgin spent a very successful 10 years positioning against British airways for basically being British airways.