The strategy as cementing a unique marketing position in the consumer’s mind will show that this is done specifically through points of difference (PODs) about The Body Shop’s value proposition of being humane, being natural, against animal testing etc. KFC is well known. For the ingredients it uses, Colonel Sanders says their chicken is “entirely different but still tender and tasty”. KFC highlighted (and continues to highlight) how “unique” its ingredients are. KFC has long ridden on this particular point of difference, and as a result gained competitive advantage, in addition to establishing a respectable position in the consumer’s mind.