01 October 2025

Can a brand positioning still stand still?

Every brand is looking for a positioning. But in a world that changes so rapidly, does it still make sense to use such a static word?

We often take for granted the meaning of terms we use every day. “Positioning” evokes stability: finding a place and holding it. But today, a brand cannot be limited to that. The real challenge is looking ahead, imagining what is not yet visible, anticipating what cannot yet be perceived.

In a constantly evolving context, positioning must become dynamic: a compass that indicates a direction, without compromising the brand’s identity, yet open to change, adaptation, and evolution.

Here’s a new episode of Rob.