[table id=1 /]
| Brand | Position | Target Customer | Results |
| BMW | The Ultimate Driving Machine | High-performance luxury car aficionados | Now outsells Mercedes — the most famous luxury brand in the world. |
| Barilla | Italy’s No. 1 Pasta | Foodies who love Italian food and Italy | Became the #1 pasta brand in America after just three years in the U.S. market. (Quite a trick since Barilla is manufactured in Ames, Iowa!) |
| Dyson | The first vacuum that doesn’t lose suction | Gadget nerds with discretionary income | Captured the #2 position against Hoover — a 100-year-old brand — within two years. |
| Grey Goose | Rated the No.1 tasting vodka in the world. (They cleverly leveraged a contest prize after launching) |
Status drinkers who want to flaunt their discerning palate | Sold to Bacardi for $2B+ just seven years after its 1997 launch. |
| Apple | Think Different | Non-techies who prefer human-friendly devices | By 2005, IBM was forced to abandon the PC market—an industry it had helped create. Apple has a $3.6 TRILLION market cap |
| Energizer | It Keeps Going, and Going, and Going | Value-driven shoppers who prefer name brands | The Energizer Bunny staked a claim on battery durability, a direct challenge to Duracell. |
| De Beers | A Diamond is Forever | Traditional couples with a materialist bent | Three years after the campaign launched, 80% of brides received a diamond engagement ring. |