One of the best way to create a brand position often does not involve having unbelievably tall claims but simple communications.
For example, take the ipod box.
On the black package, in bold white print its written: “Works with PC and Mac”
Unlike most other computer accessories/software packs, it has very little words and pictures. So each word that is written on the box has more emphasis. This simple line is important in a very subtle fashion it emphasizes the Mac notebook’s unique position.