As marketers, we are continually working to position our product or service as something "better": better than it was before, better than our competitor, something that will provide a better quality of life. How each of us defines better, however, depends on the context and the audience. There are many different paths, apparently, to Internet advertising nirvana. How do we find the greener grass in this digital pasture? Let's look at a handful of ideas that have generated recent headlines.