In their seminal 1981 book, Positioning: The Battle For Your Mind, Al Ries and Jack Trout articulated a fundamental reality of consumer marketing.

FORBES: Hello More Stringent CAFE Standards, Goodbye Lincoln

Within the half hour, I had caught three trout, and we set up on a nearby beach amid a rugged beauty straight from a Jack London novel: red sand, log cabin and fish baking over a crackling fire.

BBC: Kluane, Canada (Credit: Parks Canada/Fritz Mueller)