What we can learn from Microsoft and Burger King

Positioning such as this is a very, very powerful method to get noticed, so I agree with you.

However, you want to make very, very sure that if you're popping up all over the place that you have something to offer the passers-by (potential subscribers/customers) that is unique in some way from the established presence you are positioning yourself against.

Burger King had the "flame broiled whopper" - a tasty alternative to many who'd grown weary of McDonald's burgers.

Microsoft's new(est) selling point is the value PCs provide in terms of functionality compared to cost. In times of a recession, this is likely going to be a very strong selling point in contrast to Apple's higher prices.

(I'm not advocating PCs over Macs here, just pointing out Microsoft's advertising strategy so no backlash from you Apple fans, please. )

Provide something that is in some way an improvement over your more established competitor's offering and positioning can work quite well.

-DareDevil

I saw the same thing in reverse, well sort of.

I shopped for years at a little wana be dollar store. They did well but nothing to brag about.

One day in the same parking lot the "real" 99C only store put up a coming soon sign.

I lamented to the owner of the little store, "I guess you are sad that the BIG competition is coming right next door."

"Not at all," he told me. "They will bring so much business to this block that we will get a lot more customers just from their overflow."

And he did/does.

George Wright