Positioning
This is defined as "what the product does" and "what it's for." Examples include Dove, which was positioned as toilet bar for women with dry skin, and Saab, which was orginally positioned as the car for winter driving.

Brand image
You now have to decide what 'image' you want for your brand. Image means personality. The personality of a product ia an amalgam of many things – its name, its packaging, its price, the style of its advertising and, above all, the product itself.

What's the big idea?
It may take a big idea to attract the attention of buyers and get them to buy your product or service. Make the product the hero – Even if you're writing about a parity product (or service), you can explain its virtues more persuasively than your competitors, and to differentiate them by the style of your advertising.

The 'positively good'
If the potential buyer feels that your product or service if good and feels uncertain about the your competitor's, he will likely buy yours.

Repeat your winners
If your advertising is successful, repeat it until it stops selling. Scores of good ads have been discarded before they lost their potency.

Be ambitious
Set out to create the best advertising possible. As one advertising executive said, "When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either."