Positioning
Building a category means building the language for it.
New technologies often bring new categories – but rarely the vocabulary the market needs to make sense of them. If you don't shape that language yourself, someone else will.
2 min read · Philipp von Roeder
When „Programmatic Advertising“ arrived in the German-speaking market, there was no term that advertisers, publishers or journalists immediately understood. When „AI Operating System“ was first used, the reflex in many newsrooms was: „Isn't that just another AI tool?“
New categories rarely fail because of the technology. They fail because of the language. Without concise terms, comparisons and reference points, an innovation stays abstract – and abstract things don't get quoted.
Category work therefore doesn't start with a press release, but with a careful analysis: which terms already exist? Which are taken? Where do misunderstandings arise that should be avoided – or deliberately picked up in order to differentiate?
This work produces positioning that lasts. It gives newsrooms a frame in which they can write about a company and its technology without starting from zero every time. And it gives customers and investors a language to keep talking about the innovation.