Have you noticed that when a patient is laying in a hospital bed, the nurses and the aides come in and try and position the patient so that they will lay in the bed properly. They use pillows and blankets to prop up the patient so they are properly positioned in bed. The patient might say that they would prefer to be positioned differently, but the medical staff likes to do things their way, and many times won't listen to the frustrated patient.
I got to thinking about this as it relates to companies who struggle with positioning their own brand.
Companies can position their brand any way that they choose, but ultimately the consumer decides what position is most comfortable for them, no matter how much the brand owner might prop up the brand.
Consumers know what is best for them, and what is most comfortable to them; all we have to do is listen.