Hello, Brandido.

If the concept of positioning is already complex and often confusing, digital marketing has added a new layer of difficulty. Today, «positioning» is also used to talk about a brand’s visibility on Google, whether through SEO or SEM. But in brand strategy, positioning goes beyond rankings: it is the mental territory that a brand occupies in the consumer’s mind.

Positioning according to experts
Reference authors have defined it in different ways:
Ries and Trout: «The mental territory in which a brand is located.»
Porter: «Occupy a distinctive place in the mind of the target market.»
Keller: «Define the brand in terms of points of difference and parity with the competition.»

However, understanding positioning involves comprehending how the human brain processes information and how this influences decision-making.

The brain and positioning
The brain operates on three levels of thinking: intuitive, analytical, and creative. Kahneman, in Thinking, Fast and Slow, classifies them as System 1 (fast and intuitive) and System 2 (slow and analytical). But if we analyze advertising, we find that creative thinking is key in building positioning. Authors like Ogilvy, Bernbach, Godin, and Dru have explored how creativity shapes brand perception.

Creative thinking is, in essence, associative thinking. Freud and Ebbinghaus studied the role of associations in memory; Wallas and de Bono, their impact on creativity; Kahneman and Lehrer, their influence on decision-making; and Csikszentmihalyi demonstrated that creativity arises from connecting previous ideas. In short, brand positioning is nothing more than a set of associations that the consumer retains.

Positioning is associating
Positioning a brand means intentionally creating a connection between a problem and its solution. The brain, to expedite decisions, generates mental shortcuts that associate products with needs. For example, if safety is a key factor for someone when buying a car, Volvo will be a relevant option. Is Volvo objectively safer than other brands like BMW, Audi, or Mercedes? Not necessarily, but the association exists and endures.

Volvo cemented this positioning with actions: in 1959, it designed the three-point seatbelt and, instead of patenting its exclusive use, it released the patent to save lives. With actions like these, it reinforced its connection to safety, an idea that its customers have internalized and passed down from generation to generation.

Keys to efficient positioning

For a brand’s positioning to be solid and competitive, it must meet four requirements:

Be relevant in the category It is built around the key drivers of the category. In detergents, efficacy is fundamental; in cars, safety or innovation. Identifying the most important drivers and taking ownership of them is essential.
Being credible The brand must deliver on its promises and back them up with reasons why (RW) or reasons to believe (RTB). A good example is Nocilla, which used its ingredients (milk, cocoa, hazelnuts, and sugar) to build a simple but effective positioning.

Being exclusive and exclusive A brand must own a driver so strongly that, when consumers think of that need, the brand is the first choice. Ariel has taken ownership of «whiteness» in detergents, and today it is a benchmark in effectiveness.
Create an emotional bond Even in functional markets, brands must connect emotionally with their audience. As Lehrer says in How We Decide, brands that manage to influence the perception of quality, generate emotional connections, and optimize the shopping experience are more likely to be remembered.

In summary, effective positioning allows a brand to differentiate itself, connect with its audience, and create a sustainable advantage. It is the association between a problem (need) and its solution (value proposition).

One Word Equity: Is it the same as positioning?

The concept of One Word Equity (OWE) by Kevin Roberts is similar to positioning, but it is not the same. While positioning encompasses a set of associations, OWE reduces everything to a keyword that synthesizes the essence of the brand: Volvo = safety, Nike = achievement, Tesla = innovation.

Both concepts are fundamental in brand strategy, but the OWE has the advantage of being easier to communicate and remember. However, to reach that level of simplicity, one must first build a solid positioning.

Conclusions

Positioning is a mental association process that connects a problem with its solution.
For a brand to position itself effectively, it must be relevant, credible, exclusive, and generate an emotional bond.
The associations that form the positioning are built through advertising, consumer experience, and consistency in brand communication.
The One Word Equity (OWE) simplifies positioning into a single keyword, making it easier to remember.
A strong positioning provides differentiation, connection with the audience, and sustainable competitive advantage.

Practical applications

To effectively apply the concept of positioning in your brand strategy, consider these steps:

 
Identify the key drivers of your category.

Research what factors influence consumers’ purchasing decisions in your sector.
Find a differentiating attribute that your brand can capitalize on.

 
Build a clear and coherent association.

Develop advertising messages aligned with your positioning.
Reinforce that association at all customer touchpoints.

 
Ensure the credibility of your positioning.

Offer proof and reasons to believe in your value proposition.
The consumer experience must support the image you want to project.

 
Create an emotional connection

Use narratives and values that resonate with your target audience.
Design campaigns that strengthen the bond with consumers.

 
Evaluate and adjust your positioning.

Monitor how consumers perceive your brand with studies and surveys.
Adapt your strategy to maintain relevance in a constantly changing market.

Applying these principles, your brand will be able to consolidate its positioning in the consumer’s mind and differentiate itself from the competition.

Thank you for your attention, Brandido. I hope you found it interesting and accessible. Until the next time I can stimulate you again.

Greetings,

Carlos.