I like this framing of a brand’s core position being an aspect of its intrinsic character versus a specific product or service.

The core position is long-range, low-turnover holding. Ralph Lauren’s preppy style or Hermès equestrian aesthetics belong here, as well as Burberry’s trench or check pattern. These are positions held for 60 years and 200 years, respectively.

Building a brand is having the patience and fortitude to do the same thing over and over and over. It’s about being boring in one way to be creative in others.