People who read "Positioning" usually don't grasp that its rules rarely have any relevance for small entities (like 99.9% of all websites). It is possible to hold a market position in the consumer mind for an automobile; it is not possible to hold a market position in the consumer mind for a basin wrench. The former is something everyone has to buy and offers high enough volume/profits to pay for establishing a market position. The latter is something a minority of consumers buy, buy perhaps once in their lifetime, and does not offer nearly enough volume/profits to pay for establishing a market position (among plumbers perhaps, but I'm talking about general consumers).
When you're fighting it out in the top 100 high-traffic sites to be the most profitable news site or medical reference site, positioning can matter. When you're slogging it out in the Long Tail, where search terms are obscure and repeat visitors are not the norm and visitors are more likely to remember the Google term that located you than to remember your website name, positioning is non-existent.