To prove the universality of positioning concepts, McCormick Communications took beautiful-music radio station WLKW, an also-ran in the Providence (Rhode Island) market, and made it number one. Their theme: WLKW, the unrock station. To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. Not true. What you must do is look inside the prospect’s mind. You won’t find an “uncola” idea inside a 7-Up can. You find it inside the cola drinker’s head.
