To market your product or service successfully, you’ve got to have a unique positioning concept. A “big idea” that sets you apart in a world drowning in me, too.
There are world-class examples of successful concepts, like FedEx’s iconic slogan, “When your package absolutely, positively has to get there overnight.”
Or Nyquil’s long-standing tagline, “The nighttime, coughing, achy, sniffling, stuffy head, fever, so-you-can-rest medicine.”
When you come up with the perfect concept for your product — the best angle from which to sell it — everything else falls into place.