do it yourself. Informal conversations with half-a-dozen housewives can sometimes help a copywriter more than formal surveys in which he does not participate. Positioning Now consider how you want to ‘position’ your product. This curious verb is in great favor among marketing experts, but no two of them agree what it means. My own definition is ‘what the product does, and who it is for.’ I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin. This is still working 25 years later. I positioned Dove as a toilet bar for women with dry skin, and used a promise which had won in test: ‘Dove creams your skin while you bathe.’ In Norway, the SAAB car had no measurable profile. We positioned it