Positionsering

Positionsering is a neologistic term used to describe the process of shaping how an entity—such as a product, idea, or organization—is perceived by an audience. The concept focuses on guiding the audience’s mental location of the subject across time and channels. As a relatively new coinage, positionsering lacks formal standardization and appears primarily in niche discussions and speculative analyses.

Etymology and scope: The word blends “position” with a suffix-like element inspired by contemporary branding and linguistic coinages. It denotes intentional, ongoing adjustment of perception rather than a single communication event. The term is typically discussed in relation to strategy, design, and interaction work that spans multiple touchpoints.

Core concepts: Positionsering centers on identifying target perceptual positions, mapping audience mental models, and creating coherent narratives and design cues. It emphasizes multi-channel consistency and dynamic adaptation to changing contexts. The approach treats perception as an asset that can be steered through integrated messaging, experience design, and symbol systems.

Methods and practices: Practitioners use perceptual mapping, audience research, and framing to align product experience, communications, and identity. They may employ surveys, sentiment analysis, and brand equity indicators to monitor shifts in perception and to inform iterative adjustments across channels.

Applications and examples: Applications span marketing, branding, user experience, policy communication, and, in some discussions, political messaging. In hypothetical cases, a tech company might seek to balance innovation and reliability, while a health campaign might aim to convey urgency without sacrificing accessibility.

Criticism and status: Critics point to definitional ambiguity and the potential for manipulation, along with a lack of widely accepted metrics. At present, positionsering remains a developing term without established standards.