Now they are positioning their products as the First Line of Defense, a message that resonates on multiple planes.

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Cole points to recent lawsuits brought by Clorox and Procter and Gamble against Seventh Generation for positioning its products as environmentally preferable as prime examples.

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The potential of indoor positioning is not lost on tech heavyweights Apple, Broadcom, Google, Microsoft, Nokia, and Qualcomm, all of which are extending the capabilities of their platforms and products to enable indoor positioning.

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When you look at the positioning of products as renewable or having a lower footprint, the big companies share data that roughly suggests a lot of consumers would never buy a product that has a green label because they are suspicious of its performance.

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The list included companies as diverse as Garmin and John Deere and any company that sells products that utilize global positioning for airline or sea navigation, for planting seeds in a field, for locating lost climbers or hikers in the wilderness and so forth.

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Federally funded university research has contributed critical knowledge that in turn led to the commercialization of the Internet and the development of products such as computerized imaging, global positioning systems, smartphones and tablet computers.

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Among its most recent products include a watch than can receive global positioning system location information, one that doubles as a TV remote control, and one that plays MP3 digital music files.

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The last rule for positioning a brand in China is that products must address the need to navigate the crosscurrents of ambition and regimentation, of standing out while fitting in.

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