Xobni's marketing strategy is as memorable as Serutan's: in both cases you have to immediately explain what the word is ("It's Nature's Spelled Backward!"). Nor

Xobni's marketing strategy is as memorable as Serutan's: in both cases you have to immediately explain what the word is ("It's Nature's Spelled Backward!"). Normally the goal of positioning is to own a word or phrase in the prospect's mind, this approach may be as ill-fated as Volkswagen's "Farfegnugen" campaign.