Brand Positioning - Page 2 of 19 - Branding Strategy Insider

By definition, consumption is ritualistic and all rituals have heroes. Consumers become actors that play the role of the hero to satisfy their ego through consumption. When identifying with a brand and consuming its product, we hope it will transform us into a better, heroic person.

The context in which a brand is used can provide huge positioning opportunities for brands either by understanding the context in which a brand is already used or by associating your brand with a specific usage occasion (for example, “Take a Break, Take a KitKat”).