What is the best way to position a brand Marketers have different views of how to position a brand. Some value structured approaches such as the competitive positioning model described in the chapter, which focuses on specific points-of-parity and points-of-difference. Others prefer unstructured approaches that rely more on stories, narratives, and other flowing depictions. Take a position on behalf of company: The best way to position a brand is through a structured approach versus the best way to position a brand is through an unstructured approach.