A brand without positioning is a body without bones

Introduction

The spirit with which a company begins to do marketing is this: sales, building loyal customers, successful campaigns.An utopian scenario, said like that? Perhaps. But there is a way to get closer to the result, and it has to do with strong roots.Most SMEs and cultural organizations struggle to turn their efforts into results.Without looking for absolute reasons—which can only be identified through a complete analysis, from marketing to product—there is one that often has to do with an artisanal beginning: the absence of positioning.Philip Kotler defined marketing as “the art of creating genuine customer value.” Without a clear positioning, that value remains invisible, because it does not stand out from anyone else.

Positioning in theory

The concept was formalized by Al Ries and Jack Trout (Positioning: The Battle for Your Mind, 1981): occupying a unique and defensible position in the customer’s mind.

Kotler translates it into strategic terms: product–market fit → the alignment between what you offer and what the market recognizes as relevant.

Without positioning, a funnel is just a noise amplifier.

According to Harvard Business Review, more than 60% of strategies fail in execution precisely because they are not built on clear foundations.

Three historical cases of distinctive positioning

1. Volvo and safety (1960s–1970s)

   While many car brands focused on style or performance, Volvo built its entire positioning on safety. The introduction of the three-point seatbelt in 1959 (patented and released as open source for ethical reasons) consolidated a clear identity: “if you want protection, choose Volvo.”

2. Marlboro and the cowboy (1950s)

   Marlboro was initially perceived as a “female” brand of filtered cigarettes. The Marlboro Man campaign turned the perception upside down: a masculine, strong, independent icon. Within a few years, Marlboro became the global leader.Source: J. Belk, Advertising Icons and Symbols of the 20th Century (2004).

3. Benetton and shock communication (1980s–1990s)

   Under the creative direction of Oliviero Toscani, Benetton adopted a radical positioning: no longer fashion, but United Colors. Campaigns against racism, AIDS, the death penalty. Not all positively received, but all consistent with a positioning that made history: a fashion brand that spoke about society.

Implications for SMEs and NGOs

Smaller organizations often skip the positioning step: they think funnels and ads are enough. In reality, it is fundamental to:

·       Define your “skeleton”: who you are speaking to, with what unique promise.

·       Only after that can you build funnels, content, and strategies.

AI today can help: analyzing perceptions, segmenting niches, testing value propositions. But without positioning, it remains a multiplier of chaos.

Conclusion

A brand without positioning is a body without bones: soft, inconsistent, unable to stand.With clear positioning, every action becomes more powerful: from logo design to social campaigns, from AI strategy to customer journey.Kotler’s question remains the most relevant of all:“Who are you, who do you exist for, and why should they choose you?”