Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
The most powerful concept in marketing is owning a word in the prospects mind.
The next generation product almost never comes from the previous generation.
Branding is simply a more efficient way to sell things.
Marketing is not selling. Marketing is building a brand in the mind of the prospect.