The "swimming up the river" situation occurs when a proposed positioning represents a competitive advantage for a trivial product feature or benefit but does not represent something that would give consumers compelling reasons to select the brand positioned as such.

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The "swimming up the river" situation refers to a marketing strategy that focuses on a minor feature that doesn't significantly influence consumer choice, making it ineffective in creating a strong competitive advantage.

The "Swimming Up the River" Situation Occurs When a Proposed