Why does a positioning need to be somewhat aspirational in nature? O An aspirational positioning gives the brand room to grow and improve. O Consumers identify with brands that dare to dream big. O An aspirational positioning can distract from the offering's shortcomings. O Nobody wants to buy a product that is "just good enough." O Consumers care more about what a brand could be than what it is. How does the value proposition relate to the positioning? O The value proposition is more encompassing and includes the entire cluster of customer benefits. The value proposition is the same thing as the positioning. O The value proposition is a subset of the positioning. O The value proposition is a customer-facing statement whereas the positioning is a company-facing statement. O The value proposition can be viewed as the conceptual opposite of the positioning