Positioning Is a Memory Problem

Positioning is usually framed as a differentiation problem. More precisely, it is a memory problem: what does the market store under your name?

If the answer is a category ('another agency') rather than a distinction ('the authority people'), no amount of visibility will convert. The market remembers the category, not you.

The work is to occupy a slot in memory that is both true and uncontested, then to defend it with every subsequent signal.