On last week's episode we began discussing the idea of Positioning... a key concept that marketers use to introduce consumers to a new idea or product. On today's episode we're going to build on that by exploring these 5 words: First, Last, Best, Most, Only.

What do they have in common? They're words used to position a brand at the edges. It's about going to the extremes, and the key to its success is that only one brand can claim a given word. In many ways, it's about exclusivity. There can be only one Harvard, only one Corvette, only one Alinea. It immediately sets a company apart within their particular category.

Think of how marketers use these words either explicitly or implicitly in their communications.

By identifying which of these positions you can adopt (or which ones you already own), you can identify key ways to attract new audiences.