Marketing author Seth Godin said it best in his celebrated book Purple Cow: you’re either remarkable or invisible. The idea is simple, as is the choice. In a world filled with homogeny and repetitiveness (your average herd of cows), it’s the brands that choose to stand out (the purple cows) that succeed.
“Not standing out is the same as being invisible.” —Seth Godin
As you construct your positioning statement, look for spaces in the market that afford you the use of differentiating words like “best,” “first,” or “only.” It is in each of these cases that your brand will achieve the strongest sense of ownership.