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 try to shoehorn everything into one message. Think about different benefits for different customer types.
• Resource Allocation: Maintaining multiple positions requires dedicated resources. You’ll need separate messaging, potentially different creative assets, and targeted media plans for each territory. Spreading yourself too thin will dilute impact.
• Brand Architecture: A strong brand architecture is crucial. Your masterbrand needs to be robust enough to accommodate these sub-positions without losing coherence. Consider a branded house, a house of brands, or an endorsed brand structure.
• Channel Strategy: Different positioning territories will likely require different channels to reach their target audiences. A B2B position might thrive on LinkedIn, while a consumer-focused position needs Instagram and Facebook.

The risk, of course, is brand confusion. If your messaging is inconsistent or overlaps too much, you’ll end up diluting your overall brand equity. We anticipate that in 2027, businesses that haven’t carefully considered their brand architecture and resource allocation will struggle to gain traction with any positioning.

To determine if a portfolio positioning strategy is right for your business, we recommend conducting thorough customer research to identify distinct needs and value perceptions. Then, map those insights to potential positioning territories and assess your ability to deliver on each one. A clear positioning map is the first step towards owning multiple territories effectively.