Zillow: A study of market positioning

In a very crowded and confusing marketplace, defining who you are and what you represent to your customers has to be summed up with a single thought -- by them, not you. This is your "position" in the marketplace. The way you outwardly portray yourself is your image, and how the market perceives you through your actions is your identity. The congruency or disparity between these two makes or breaks you in a competitive environment ...