"'What can you do better than anyone else that meets an unmet need in the market?' That's your position. To arrive there, you need a pretty good understanding of your customer and your competition." Read the rest of the dialogue on Positioning at Brand Matra's blog. [Jennifer Rice of Brand Mantra has consulted for Verizon, Alcatel, Williams Comm., Corning Fiber, ionex Communications, & FDN].