Short descriptions of philosophies

Anomalous: Unrelated product advertising to make an emotional contact (e.g.,jeans and romance);

4% Argument: Rational arguments (e.g., "most fuel-efficient mini-van");

3% Brand identity: Identifying a brand with posi five social values (e.g., cola company and youth);

3% Brand image: Distinctiveness based on social symbols (e.g., cosmetics and international glamour);

8% Positioning. (eg., "brand X is #2 and tries hardee%

3% Preemptive strategy: Being first to claim a competitive benefit;

13% Problem-solution: A customer problem that the brand solves;

Resonance: Present situations that touch experiences, real or imagined (e.g., beer company and cowboys); and

22% Unique selling proposition: A meaningful, distinctive consumer benefit (e.g., guaranteed delivery by 10:30 Am the next day).