(published here courtesy of RBR)

1) Be Honest ... Avis car rental did it fifty years ago by admitting "We Try Harder" because we're number two.

2) Take a Stand ... BMW "Ultimate Driving Machine" then delivered on the proposition with divine design and precision performance.

3) Customer Service ... Commerce Bank, Convenient banking. Open Sundays. Wow! Number one in JD Power's Customer satisfaction.

4) Have Personality ... Target Stores. The mass merchandiser makes it hip, cool and trendy to shop.

5) Sell Benefits ... Seattle's best coffee. They put the benefit in their name. A great strategy.

6) Focus on Strength ... Verizon with "can you hear me now" focused on superior cell tower distribution. Their strength vs. the competitor's weakness.