Taking a Communicative Position: Why Brands Must Stand for Something.
- fredrik ekstrom
- 10 mars
- 3 min läsning
Uppdaterat: 18 mars
Most brands that are trying to stand out don't fail because of a lack of marketing. They stay invisible because they lack a clear communicative position that resonates with the consumer, which means they do not convey their meaningfulness and value proposition to their target audience in a way that is relevant and engaging for them.
The difference between brands that blend in and brands that stand out usually comes from factors other than budget or media channels. It comes from clarity and brand soul.
A communicative position defines how a brand exists in the mind of the consumer—emotionally, culturally, and strategically. Without it, communication becomes fragmented. With it, each campaign reinforces the same idea and essence of the brand, ensuring that the messaging is cohesive and aligned with the brand's personality, core values, and identity even if the creative height is changed to capture seasonal zeitgeist.
Position before campaigns
One of the most common mistakes companies make is jumping straight to campaigns.
Campaigns are execution.
Positioning is strategy.
Creativity is a link between strategy and execution.
Without a clear communicative position, marketing tends to become reactive, leading to inconsistent messaging and a failure to effectively engage the target audience.
Different agencies produce different ideas.
Different channels tell slightly different stories.
Over time the brand loses coherence.
This is something I’ve seen repeatedly in brand transformation projects.
When working on repositioning initiatives, from global brand strategies for lifestyle brands to repositioning outdoor brands through sustainability-led innovation, the first step has always been clarifying the brand’s position in the consumer’s mind.
Only once that foundation is clear can communication truly build momentum.
Why communicative position matters
A strong communicative position creates value in several ways.
Differentiation
Most categories today are saturated.
Products are similar. Features are comparable.
What often differentiates brands is their perspective on the category.
The brands that stand out usually bring a clear worldview that resonates with consumers' values and beliefs, making them more relatable and engaging.
Relevance
Consumers rarely connect with brands that only talk about themselves.
They connect with brands that reflect their values, aspirations, and cultural identity.
A communicative position ensures the brand speaks to people in ways that feel meaningful.
Consistency
Hundreds of channels fragment modern marketing.
Without a clear strategic compass, communication quickly becomes inconsistent.
But when the communicative position is clear, it guides:
· campaigns
· content
· partnerships
· experiences
· PR narratives
This concept was one of the key principles behind the Winning Game frameworks, where positioning, storytelling, and activation layers were designed to reinforce the same core narrative across markets.
The brands that win
The brands that build long-term equity usually share one thing: They know exactly who they are and what they stand for.
That clarity allows them to repeat the same story over time through products, communication, and experiences.
Because strong brands are rarely built through constant reinvention.
They are built through clear meaning, consistently expressed.
Taking a Communicative Position: Why Brands Must Stand for Something.
If you find this interesting, I would be more than happy to explore ways I could support you in defining your position in the consumer's mind, creating a winning game strategy to capture your audience's hearts, or planning a concept or campaign for FW26. Let's Connect and Collaborate. Fredrik
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