Positioning your product means what it does and who it is for. For example, Dove is positioned as a soap bar for women with dry skin, not a detergent for men with dirty hands. Volkswagen Beetle positioned as a protest against Detroit cars. Doyle Dane Bernbach created a campaign for Avis car rental: “When you’re only a number two, you try harder. Or else.”
Ogilvy on Advertising, https://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X/ref=sr_1_1?crid=YEPVP18R8DGP&dchild=1&keywords=ogilvy+on+advertising&qid=1623408104&sprefix=Ogilv%2Caps%2C162&sr=8-1
