It is well known that brands cross the barrier of rationality and live in emotional territories. As Marc Gobé says, branding focuses on the most relevant aspect of human character: the desire to transcend from material satisfaction to experience emotional fulfillment, where brands are the lever that activates human impulses and motivations. Emotional connection is precisely the main indicator of a strong brand, beyond notoriety and relevance.

Much to our regret, reality is not usually objective or fair. In today’s market, the struggle is not between better or worse products, but between better or worse perceptions in the minds of current and potential customers. Certainly, the true reality is the perception we have. The rest is mere illusion.

Brands are perceptions. For customers, their perception is the truth, no matter what arguments may be made against it. Therefore, in order to gain their preference, it is necessary to have a good perception which, in turn, is what the brand needs to be well positioned.

I’m sure you know the famous 4 P’s of marketing: Product, Place, Price, Promotion. All of them basically move in the world of the tangible. However, the 4 P’s of branding are mainly found in the world of the intangible: Positioning, Purpose, Persistence, Perception.

Perception is the result of a good positioning strategy, supported by a purpose greater than the consumption of the good or service, told in a coherent and consistent way, which ends up building an image in people’s minds. Hence, if a brand manages to get a powerful perception installed in the minds of its audience, then it will be interpreted as a universal truth.

As we can see, brand positioning is not an action in itself, but rather a direct result of everything you do, reaching all aspects of the business. You can’t really change the way customers reason or perceive things. The only way you can condition it is through the set of your actions.

The challenge is to build a single impression, defend it over time, pursuing a unique place in a market that is more than saturated with supply. As the fathers of positioning Ries & Trout defend, it’s about finding “a window into the mind”, a space that can be occupied and that space really matters to people.

Once achieved, the opportunities to bring it to life are endless. Compared to those companies that have considered it a marketing tool, those that have been able to integrate it globally and effectively are today among the most valued brands in the market.


Carlos Puig Falcó

CEO of Branward


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