Here's an example. One of the simplest products in the world is bottled water. Water inside a container, not much simpler than that. It's better for you than soft drinks or other sugary drinks. It's handy, portable, inexpensive.
Medical professionals advise drinking six glasses of water each day.
That's a lot of routine drinking and buying. Or perhaps they just think of themselves as being healthy people. You can continue with combinations until you have exhausted all possible strategic alternatives. Other uses for the wheel Gather all the ads you can find for brands in a particular product category. Plot their strategies and creative themes on the wheel.