This positions company very distinctively. While no end of warm and fuzzy strategies may get mixed up in consumer minds, Benetton has a clear and unequivocal position that won't be mistaken or soon forgotten.

Diversity is next issue: we who live in North America sometimes forget other large markets exist beyond our immediate borders. Benetton, an Italian company, probably recognizes those markets.

Voters in all major industrialized countries, except U.S., have rejected death penalty since World War II. That includes people in powerful economies of Western Europe.

So, from Benetton's bottom-line perspective, it can afford to offend some potential American customers as it builds or maintains markets in Europe and Asia. Not that Benetton has been reticent to offend Europeans either. Another recent ad campaign showed a nun and priest kissing, which raised many hackles among European consumers.

As you can imagine, this contrarian strategy could backfire easily, if used by a firm with that couldn't carry it off well. To succeed with it, you need to know your marketing and markets very well indeed.

In summary, a contrarian positioning strategy like Benetton's, one that might offend some potential customers while increasing loyalty of others, presents a high-risk, and possibly high-reward, option.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com

Hot dope #3) It is much easier to "sell" a prospect once you get them to call or come in to your store. In 2-Step Marketing, step 1 is to get them interested; step 2 is having them speak to a representative to get all details – and get “closed” by that representative.

Your design must be eye catching and informative, but don’t try to close sale by explaining all of details in one piece of advertising. The details of a business transaction often take many more words to explain than main concept of what is being sold. For example, if your company offers great prices depending on quantity purchased, there is no need to list prices for every quantity that you sell. Simply give examples of two or three different quantities and state somewhere in advertisement that other discounts are available for other quantities. This will prompt them to call to get rest of details once you have gotten their interest.

Marketing can be as simple as 1-2-3 when you know basics. By no means have I given you all basics here, but by learning and implementing these 3 marketing fundamentals, you are already on your way to marketing success!