The short answer is yes, you can own multiple positioning territories simultaneously. However, it’s significantly more complex than it used to be, and success in 2026 and beyond will depend on a very deliberate approach. For years, marketing orthodoxy favoured ‘owning’ a single, clear position in the customer’s mind. Think of Volvo and safety, or BMW and driving performance. That simplicity is eroding.

Customers are increasingly sophisticated. They don’t fit neatly into single segments anymore, and their needs are multifaceted. They’re also exposed to far more marketing messages than ever before. This means a single positioning statement, even a strong one, is less likely to resonate universally. We’re seeing a shift towards ‘portfolio positioning’ – holding distinct, yet complementary, positions for different customer groups or use cases.

Here are a few key insights for Australian SMEs considering this strategy:

• Distinct Value Propositions: Each positioning territory *must* be built around a genuinely different value proposition. Don’t just re-word the same message. Think about different benefits, different problems solved, or different customer aspirations.
• Segment Specificity: Clearly define the customer segments you’re targeting with each position. Overlap here will create confusion and dilute your impact. Detailed persona work is essential.
• Brand Architecture Matters: How do these positions relate to your overall brand? A strong masterbrand can support multiple sub-brands or product lines, each with its own positioning. A weaker brand may struggle to stretch this far.
• Resource Allocation: Maintaining multiple positions requires more marketing investment. You’ll need dedicated campaigns, content, and potentially even sales teams for each territory.

The risk, of course, is brand dilution. If your messaging becomes too fragmented, you risk losing clarity and failing to resonate with anyone. We anticipate that in 2027, businesses that haven’t actively managed this complexity will see diminishing returns from their marketing efforts.

To determine if a portfolio positioning strategy is right for your business, we recommend a thorough market mapping exercise. This will help you identify potential positioning territories, assess their viability, and understand the resource implications. Start by analysing your existing customer base and identifying distinct needs and motivations.