Brand positioning is knowing who your audience is, where they are, how you'll reach out to them — or how they're going to find you.
Positioning is both the most powerful component of marketing and one of the most overlooked. It is also among the least costly, certainly when compared to promotions, PR, and advertising.
Arguably your most important role as producer is carving out your film's unique niche in the marketplace; where it sits in the audience's (and the distributor's) minds.
So shifting the focus of a film's marketing upstream, before greenlight, is simply the responsible choice of a well-balanced producer.