It didn’t start with Al Ries.

It existed long before business books, ad agencies, or marketing jargon.

Long before companies fought for market share, civilizations, religions, and empires fought for mindshare. They used positioning to shape beliefs, rally people, and define their place in history.

Here’s how positioning shaped the world long before it had a name:

1. Mythos & Storytelling (Ancient Greece & Rome)
Greek gods weren’t just deities. They were positioned as reflections of human nature. That made them relatable and enduring.

Rome positioned itself as the rightful heir to Greek civilization, branding itself as the “eternal city” destined to rule.

2. The Mandate of Heaven (Ancient China)
Chinese emperors claimed they ruled because of a divine mandate. As long as they were just and successful, they had Heaven’s approval.

This made them irreplaceable until disaster struck, and a new dynasty took over using the same strategy.

3. The Covenant & Chosen People (Biblical Traditions)
Religions have always used positioning.

In Judaism and Christianity, the idea of a covenant positioned followers as “the chosen people,” creating exclusivity and loyalty.

Islam positioned itself as the final revelation, fulfilling and surpassing previous scriptures.

4. Divine Right of Kings (Medieval Europe)
Medieval rulers positioned themselves as God’s chosen leaders.

This made rebellion not just treasonous but sacrilegious. The positioning worked for centuries until revolutions reframed power as belonging to “the people.”

5. Dharma & Cosmic Order (Hinduism & Buddhism)
Hinduism and Buddhism positioned their teachings as aligned with the natural order of the universe.

This made their value proposition inevitable rather than optional. Follow the path, or suffer in the cycle of rebirth.

6. Communism vs. Capitalism (20th Century Politics)
The Cold War wasn’t just a political struggle. It was a battle of positioning.

– The U.S. positioned itself as the champion of freedom and democracy.
– The USSR positioned communism as the inevitable future of economic evolution.

Both sides weren’t just selling ideologies. They were competing to own the dominant worldview.

8. Modern Nation Branding
Countries today still use positioning.

– France = Culture, revolution, intellectualism
– Japan = Precision, innovation, heritage
– Switzerland = Stability, neutrality, luxury
– Dubai = The future, wealth, ambition

Every nation builds a narrative to define its place in the world.

Positioning isn’t a marketing trick.
It’s how humans make sense of the world.

Religions, political movements, and civilizations didn’t just exist.

They strategically shaped their narratives to stay relevant, attract followers, and stand apart.

Whether you’re building a company, a brand, or a movement, the lesson is clear:

If you don’t define your position, someone else will do it for you.