Developing a powerful brand positioning is a delicate and complex affair. There are lots of things to consider and massive amounts of information to process. All this adds complexity to a process that, to become successful, requires utmost simplicity in the final definition of what your brand will stand for. A powerful brand positioning is all about identifying one magic word that will define what your brand stands for and will ultimately drive your entire go-to-market effort, providing clear and tangible guidance for your entire organization, at any level of responsibility. These companies become brand-centric, such as Danone, Apple, or BMW. The centerpiece of the one-word brand positioning process is the brand positioning funnel, a tool that breaks down the process into four distinct phases: discovery, analysis, synthesis, and execution. This process is fueled by a thorough investigative effort, ensuring that all relevant pieces of information are properly mined and assembled for analysis, with the aim of finding meaning. The meaning is then further distilled to obtain the essential: one word for which your brand will stand. This chapter outlines the detailed processes and tools employed in the brand positioning process, which culminates in one word. Competitive brand mapping, the brand key and the use of morphological consumer research are discussed and applied to various brand cases.