I’m currently reading Obviously Awesome by April Dunford and it’s all about positioning. She redefines it a bit and uses a great example around pg. 30 in which a baker trying to do something different stumbled upon the “cake pop” phenomenon.
One marketing position would be to call it “cake on a stick” but you run into a bunch of issues by doing so. However, by positioning it as a lollipop made out of cake, all of a sudden it’s really intriguing.
Most of the time, adults don’t want lollipops but if it’s made out of cake, then give me one!