Positioning is not about your position in the market, it's about your position in people minds.

The most central part of marketing is positioning. It is the key ingredient to all the big companies campaigns.

As a society it is proven that we are now exposed to so much information that we do not pay attention to details. We all catagorise everything. We see an ad for a mobile phone, and we automatically assume it is like all mobile phones. It takes clever advertising to make a particular item or business take a unique POSITION in people's MIND's.

One of the downfalls of local businesses is their focus on superficial advertising. Businesses need to be more concerned with how people catagorise them. This is the real economy of advertising.