Dunn's Den of Knowledge.

A brand or a company is more things that it isn’t than what it is.  Therefore positioning is deciding what it is left for your customers after you get rid of the rest.

A sculptor described how he made an equine carving: “I take a block of marble and chip away everything that doesn’t look like a horse.”

”Comprehensive Positioning” is a contradiction in terms. Comprehensive means broad and inclusive.  Positioning means narrow and exclusive; it’s the single place where you will take your stand, where you step up to the window and make your bet.  It takes guts. 

Here are the common points of a winning positioning for you: 

1. It conveys an important benefit.  It’s more important to be important, than to be different.  It’s definitely not important to make irrelevant distinctions, like “All our cats’ paws have six toes.”  
2. It leads with strength.  You didn’t get this far on your weaknesses. Hide them until you fix them.  If you are red, talk about crimson or scarlet or ripe tomatoes.  Don’t bring up green.  
3. It can’t be just a wish.  Just because a niche is available, or you’d like to be there, doesn’t mean you can fill it.  It must be true and appropriate for what you are, or you be exposed as a huckster.  Wishing doesn’t make it so.
4. It must be simple. Can it be grasped at a glance what it’s all about? If not, it’s too sophisticated and eyes will glaze over. 
5. It must be singular. What is the one thing you want to be known for? This is key. If customers believe you are best at something good, they’ll also think other good things about you.  People like to follow leaders.