That mental position, in turn, can determine the value we assign to something. Too often marketing people miss an opportunity to add value through positioning because they simply don't pause to think about it. Ah, but when they do, really wonderful things can happen.
My favorite example of the power of positioning to add value is Starbucks use of the phrase, "Room for Cream" to describe its failure to give you all of the coffee you bought. They could say, "I won't fill it completely" and that would also be true, but it would feel like you were getting less. By calling it "room for cream" you associate value with the absense of product! They're giving you less but it feels like more and that's the power of positioning.
Spread the fire. GS