Unfortunatley in these times of over saturated communication having a "great" product is not enough to reach its success potential. Your "great" product needs to win space in the prospective customers' mind. It needs to be positioned.
Positioning starts with a product.
But positioning is not what you do to a product. Positioning is what you do to the mind of the prospective customer. You position the product in the mind of the customer.*
Not that positioning doesn't involve change. It often does. But changes made in name, price, the package are really not changes in the product at all. They're basically cosmetic changes done for the purpose of securing a "position" in the customers mind.
We have experience of positioning many products into high profile, industry standard, class winners. The battlefield is the mind of the customer and we can help you in the battle.
*thanks to Al Ries and Jack Trout