Deciding the specific place your brand holds in the buyer's mind relative to the alternatives: who it is for, what it does for them and why it beats the other options.
Before any campaign, rebrand, launch or website project; whenever messaging sounds like every competitor's.
Avis's 'We try harder' turning second place into a reason to choose them; Dove positioned for women with dry skin rather than as a general soap; a regional bank owning 'small business' instead of 'banking.'
The play every other play depends on, in every industry. A missing or muddy position is a red flag that no amount of spend fixes.
