Both a structured approach and an unstructured approach to position a brand can be more affective in different scenarios. In general, I believe that a structured approach is more affective in general. There are successful companies who utilize a structured approach by planning for weeks or even longer in advance. They also focus their positioning on their PODs, which allows them to be successful. While this is affective for some companies, there are others in which a structured approach does not work. For others, more of a hybrid approach or strictly unstructured shows itself to be more successful. There are plenty of companies who rely on narratives or stories to grow their brand. comment on this?