Points of difference · The differences · Element
The claim
What the brand is meant to be believed better at.
The part
What it is
Stated as something a customer would recognise as mattering, in their terms rather than in a feature description.
One or two. A brand claiming to be better at five things is claiming to be better in general, which is not a position.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.