From Positioning to Point of View: How Brands Decide What to Do When Things Change
It’s been 55 years since the idea of brand positioning was introduced, and in today’s world, it’s no longer enough.
Positioning was built for a slower world. One where markets moved predictably, trends lasted years (not days) and brands could “own” a place in people’s minds without constant pressure to react.
That world is gone, and a fixed position doesn’t help a brand decide what to do when everything is shifting at once.
At 9Rooftops, we use the brand point of view. It’s not just a replacement word for positioning; it’s a system that guides action. It’s a shift from thinking about being perceived to thinking about how to interpret and act.
Two brands could share a similar positioning, but their point of view determines how they react to the same cultural moment.
You can spot a brand’s point of view by looking at what they consistently do when they could have just played it safe.
19 Crimes gets this right (and happens to be one of our clients). Their point of view — that obedience gets you nowhere — doesn’t just shape messaging, it drives decisions that could easily alienate traditional wine drinkers. From partnering with Liquid Death to unconventional point-of-sale formats, they repeatedly choose visibility and friction. Because when rebellion is the point of view, blending in is the worst thing that could happen.
There’s no shortage of talk about “authenticity” in marketing. But authenticity isn’t something you claim — it’s something you earn. A clear point of view prevents brands from chasing every trend or borrowing relevance they don’t actually have. It becomes a lens that guides decisions:
Should we partner with this creator?
Does this innovation fit our brand?
Does this trend make sense for us right now?
A clear point of view makes those choices easier. It gives brands resilience.
Brand positioning told us where to stand. A brand point of view ensures a brand acts like itself when standing still isn’t an option.
In a world that changes daily, the brands that last aren’t the ones with the clearest positioning, they’re the ones with the clearest convictions.
This is not an advertisement, and solely reflects the views and opinions of the author. This website and its commentaries are not designed to provide legal or other advice and you should not take, or refrain from taking, action based on its content. Additionally, unless otherwise stated, neither 9Rooftops nor the author is involved in, or responsible for, the marketing or promotional efforts of the individuals or entities discussed.