And Why It’s Just Positioning

Most people don’t realize that “brand positioning” and “product positioning” are misguided marketing myths that distort what positioning actually is.

Even Al Ries, the co-author of Positioning: The Battle for Your Mind, has stated that positioning isn’t about the product or the brand. It’s about the space you own in the mind of the customer.

Yet, over the years, these incorrect terms have crept into marketing language, leading to confusion, unnecessary complexity, and wasted resources.

Let’s break this down.

Where Did These Terms Come From?

Positioning (The Real One) — 1969
Jack Trout introduced the term “positioning” in a 1969 paper, “Positioning is a game people play in today’s me-too marketplace.” Al Ries later refined and expanded on it in their 1972 Advertising Age article, “The Positioning Era Cometh.” They then solidified the concept in their 1981 book, Positioning: The Battle for Your Mind.

The key idea? Positioning is not about what a product or brand is. It’s about the space it owns in the mind of the customer. It’s psychological. Perceptual. Strategic.

Product Positioning — A Misguided Adaptation
Over time, marketers misinterpreted positioning as something that happens to a product rather than in the mind of the customer. They started talking about “product positioning,” focusing on product attributes, features, and benefits as if tweaking product specs could carve out a mental space.

Brand Positioning — A Later Distortion
As branding became a dominant force in marketing, the term “brand positioning” emerged. This suggested that positioning was just a branding exercise when, in reality, positioning dictates branding, not the other way around.

These misguided terms (product positioning and brand positioning) took positioning from a strategic discipline to a surface-level marketing tool.

Why “Product Positioning” and “Brand Positioning” Are Incorrect

Positioning isn’t about the product
A product can change, evolve, or disappear. But positioning, when done right, remains.

Positioning isn’t about branding
Branding is a tactical expression of positioning. A logo, a tagline, or a visual identity can reinforce a position, but it doesn’t create it.

Positioning is about perception
It’s the space you own in the customer’s mind, relative to competitors.

Positioning is foundational, not cosmetic
It informs business strategy, product development, marketing, sales, culture, and operations.

What Happens When Companies Get It Wrong?

Kodak focused on product innovation but failed to position itself for the digital era despite inventing the digital camera.

Nokia had great products but no strong positioning in the smartphone revolution. And guess what happened? Apple stole their lunch.

Volkswagen’s ‘Dieselgate Scandal’ destroyed decades of positioning around “German engineering” and “trust,” proving that positioning is more than just branding.

Meanwhile, companies that got positioning right never relied on “product positioning” or “brand positioning.”

Tesla = “The Future of Transportation” (Not “Electric Cars”)
Dove = “Real Beauty & Self-Esteem” (Not “Moisturizing Soap”)
Red Bull = “Extreme Human Potential” (Not “Energy Drinks”)
IDEO = “Design Thinking” (Not “Consulting”)

These companies didn’t waste time on “brand positioning” or “product positioning.” They committed to owning a singular concept in the mind of the customer and reinforced it through every business decision.

The Only Term You Need: POSITIONING.

If you’re using “brand positioning” or “product positioning,” stop. Positioning is the strategic act of owning distinct mental territory in your customer’s mind.

So, the real question isn’t “How do we position our product or brand?” It’s: What concept do we own, and how do we reinforce it in every decision we make?