EPISODE 10
Can Positioning Be Dynamic?
From positioning to orientation
Every day we work on brand positioning. But in a world that is changing so rapidly, we also have a duty to ask ourselves whether such a static term still makes sense. Let’s pause for a moment and reflect on the words we use habitually. Precisely because we use them every day, we sometimes forget their deeper meaning. Yet, I like to think that words can also inspire us to change our perspective, to look beyond the horizon.
The word positioning implies staticity: the need to find a position and hold onto it. But today, the challenge for companies and brands is not just to state where they are, but to understand where they will be – or where they want to be – tomorrow. To imagine what cannot be seen, to sense what is not yet perceptible, to try to anticipate it.
In this sense, positioning cannot be seen as the defence of a fixed and immovable position, but can instead become a guide, a compass, a direction. A path to the future. Orientation, in fact.
Looking ahead, we will increasingly need the ability to adapt – where adapting does not mean distorting the brand’s identity or positioning, but rather being able to envisage it in a flexible, dynamic and fluid way, open to change and evolution, always with an eye to the future.
After all, one must always keep moving to reach the future.
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10
EPISODE
Can Positioning Be Dynamic?
From positioning to orientation
Every day we work on brand positioning. But in a world that is changing so rapidly, we also have a duty to ask ourselves whether such a static term still makes sense. Let’s pause for a moment and reflect on the words we use habitually. Precisely because we use them every day, we sometimes forget their deeper meaning. Yet, I like to think that words can also inspire us to change our perspective, to look beyond the horizon.
The word positioning implies staticity: the need to find a position and hold onto it. But today, the challenge for companies and brands is not just to state where they are, but to understand where they will be – or where they want to be – tomorrow. To imagine what cannot be seen, to sense what is not yet perceptible, to try to anticipate it.
In this sense, positioning cannot be seen as the defence of a fixed and immovable position, but can instead become a guide, a compass, a direction. A path to the future. Orientation, in fact.
Looking ahead, we will increasingly need the ability to adapt – where adapting does not mean distorting the brand’s identity or positioning, but rather being able to envisage it in a flexible, dynamic and fluid way, open to change and evolution, always with an eye to the future.
After all, one must always keep moving to reach the future.