Customer Support

Positioning Play

Definition: Company reinforces or evolves its brand story, narrative, or market positioning.

Companies most frequently use positioning plays to build defensible mindshare through community and content investments—sponsoring events, publishing thought leadership, and owning narratives before competitors do—rather than leading with product differentiation alone. The secondary concentration in AI and sales enablement signals suggests they're also using positioning to credentialize capability claims in crowded categories where buyers struggle to distinguish vendors.