This paper predicates its contribution to marketing and progressive business management on the compelling need in the balance of the 1990's and beyond, to redefine the concept of Positioning in an intensely competitive global marketplace. As insightful as the pioneering input of Reeves, Ogilvy, Reis and Trout was in past decades, it's obvious to most of us competing in the global marketplace that new interpretations are needed; specifically, a new perspective on what constitutes effective Positioning and a broader context of how the corporate or brand entity interacts with the commitments and concerns of the market through a new Positioning definition. Toward this end. Omega has developed a successful process for Continuous Differentiation: THE VALUE PROPOSITION. Taking into account the organization's design and commitments, as well as market dynamics, this process produces an astute understanding of the shelf life of Key Competitive Differentiators for a brand.