One of the things they do not like is for you to take up too much space. This means they will use a kind of shorthand reference: Mercedes (“top-of-the-line, conservative”), BMW (“upscale performance sedan, yuppie”), Lincoln (“American top-of-the-line, tired”), Lexus (“New kid on the block, current best buy”). That’s all the space you get for your primary differentiation statement. It’s like a telegram with less than one line. If you don’t make the choice to fill the space with a single attribute, then the market will do it for you.
