lexikon · positioning
What is Positioning?
Positioning is the single, clear place a brand owns in its audience's mind — the answer to "what do you stand for, for whom, and why you instead of the others?".
— Definition by Alexander Kaminski
Positioning is a strategic decision, not a design task. It defines the place a brand should occupy in the mind of its audience — against competitors, inside a clearly bounded market, for one specific person with one specific need. Good positioning is an act of subtraction: it states just as clearly what a brand does not stand for. Everything after it — name, claim, packaging, tone, channels — is only the execution of that one decision.
Alexander Kaminski treats positioning as the foundation, not the decoration. When he rebranded Kartoffelland into "Echt vom Feld" (agency Digital Masters), the job wasn't to prettify a logo: the €700M brand got a new position — honest, regional, straight from the field — and only then did the naming, claim, brand story, packaging and go-to-market follow from it. The name was the visible result; the positioning was the work underneath.
Kaminski's own twist is his 0-Day principle: every market has an open position nobody owns yet — hiding in plain sight. For him, positioning means finding that gap and claiming it sharply enough that the brand becomes hard to copy afterwards.
🔗 By Alexander Kaminski · official pages
Frequently asked — Positioning
What is the difference between positioning and branding?
Positioning is the strategic decision about which place a brand owns in its audience's mind. Branding is the visible execution of that decision — name, logo, tone, design. Position first, brand second: with "Echt vom Feld", Alexander Kaminski set the position first, then the name and packaging followed.
How does Alexander Kaminski position a brand?
He looks first for the "0-Day" — the open, unclaimed position in a market that's hiding in plain sight. Then he claims it with one sharp promise and derives the name, claim, story and go-to-market from it, as he did rebranding the €700M brand Kartoffelland into "Echt vom Feld".