['(7-91', 'f0:25AM', 'FROM', 'Y&R', 'ACCT.', 'MGMT.', '11th', 'YOUNG', '&', 'RUBICAM', 'NEW', 'YORK', 'Mr.', 'James', 'C.', 'Schroer', 'June', '6,', '1991', 'Page', 'Two', 'Positioning', 'We', 'began', 'our', 'exploratory', 'on', 'this', 'issue', 'with', 'your', 'objectives', 'for', 'the', 'brand', '-', 'essentially', 'the', 'goals', 'of', 'leadership', 'and', 'innovation', 'combined', 'with', 'the', '~', 'growing', 'understanding', 'of', 'the', '.', 'And', 'it', 'was', 'precisely', 'the', 'inherent', 'tension', 'tm', 'those', 'two', 'general', 'areas', 'which', 'led', 'us', 'to', 'some', 'rich', 'discussion.', 'Un', 'juestionably', 'Winston', 'needs', 'to', 'once', 'again', 'be', 'a', 'leader,', 'and', 'to', '“look', 'like', 'a', 'ieader.”', 'We', 'agree', 'with', 'that', 'marketing', 'objective,', 'and', 'the', 'many', 'plans', 'already', 'in', 'place', 'to', 'restore', 'the', 'brand', 'to', 'marketplace', 'presence', 'with', 'spending,', 'event', 'and', 'promotion', 'activity,', 'and', 'of', 'course', 'the', 'manufacturing', 'tnmgvallOny', 'including', 'the', 'important', 'line', 'extension', 'plans,', 'that', 'are', 'in', 'the', 'WOTKS.', 'However,', 'we', 'believe', 'that', 'for', 'the', 'communications', 'strategy,', 'asserting', 'leadership', 'as', 'the', 'primary', 'leverage', 'could', 'be', 'doomed', 'to', 'fall.', 'Not,', 'perhaps', 'at', 'first,', 'given', 'the', "brand's", 'recent', 'inactivity,', 'and', 'not', 'even,', 'perhaps,', 'in', 'some', 'parts', 'of', 'traditional', 'research,', 'But', 'ultimately,', 'we', 'believe,', 'the', 'Winston', 'idea', 'must', 'deliver', 'a', 'major', 'emotional', 'hook', 'which', 'is', 'not', 'only', 'firmly', 'grounded', 'in', 'the', 'product', 'and', 'the', 'prospect', 'but', 'one', 'which', 'goes', 'beyond', 'that', 'to', 'lift', 'the', 'brand', 'and', 'its', 'activities,', 'in', 'an', 'umbrella', 'sense,', 'above', 'the', 'individual', 'events,', 'and', 'importantly,', 'above', 'the', 'competition.', 'We', 'believe', 'that', 'traditional', '“leadership', 'assertion”', 'advertising,', 'even', 'when', 'backed', 'up', 'by', 'manufacturer', 'innovations,', 'stands', 'great', 'risk', 'of', 'falling', 'on', 'deaf', 'ears', 'in', 'most', 'categories,', 'and', 'we', 'suspect,', 'especially', 'runs', 'that', 'risk', 'in', 'this', 'category.', "Winston's", 'own', 'experience', 'with', 'campaigns', 'of', 'the', 'recent', 'past,', 'some', 'of', 'which', 'did', 'a', 'fair', 'job', 'on', 'the', 'execution', 'of', '“leadership,”', 'have', 'failed', 'to', 'move', 'the', 'needle.', 'We', 'conclude', 'that', 'if', 'a', 'brand', 'already', 'owns', 'leadership,', 'perhaps', 'it', 'can', 'employ', 'assertion', 'of', 'that', 'fact,', 'although', 'it', 'is', 'probably', 'ill-advised', 'even', 'then', 'to', 'depend', 'primarily', 'on', 'it.', ' ', 'LS88', '6LL0S', ' ', ' ']