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Hey David,

As usual I agree with you, and that is why, as a general rule I never write. Or used not to write. (The other reason is that my english is very bad, I am spanish and I am writing from Madrid). But I have my own theory about these matters, and I would like to share it.

At least in Spanish, there is a 100 % confusion about two words: position and positioning. About 10 years ago, nobody doubted about the marketing meaning of both. But right now, positioning seams to have 100 % change its meaning in Marketing. Let's see. 10 years ago, if you spoke about positioning, you were talking about "the place a company, a brand, a product or a service situates in the customers mind in relationship with their competitors". Right now, positioning is almost 100 % related to SEO (at least in Spain) and that is wrong!. Let's speak clear: we must say "position in Google", f,i. but not "positioning in Google". It means different things.

Perhaps you could think I am old fashion, but what is clear (at least in spanish) that the same word cannot mean two so different things in marketing

Héctor