Positioning is thinking in reverse. Instead of starting with yourself, you start with the mind of the prospect.
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It takes money to build a share of mind. It takes money to establish a position. It takes money to hold a position once you’ve established it.
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One way to cope with the noise-level problem is to reduce the geographic scope of your problem. To introduce new products or new ideas on a market-by-market basis rather than nationally or even internationally. With a given number of dollars, it’s better to overspend in one city than to underspend in several cities. If you become successful in one location, you can always roll out the program to other places. Provided the first location is appropriate.
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