With my presentation I go back to the ethnographic foundations of positioning theory and positioning analysis, the way they are employed in discourse, brand, and identity analysis.

I will start with a close look at how people position (and maneuver) their bodies in mundane activities such as  standing and walking in public places (exemplified with video-clips from a Train Station), and move from here to the analysis of brand/identity positioning in commercials and political speeches.

I will use these documentations of positioning and positioning analysis to explicate the workings of positioning analysis as well as its scope for psychology and neighboring disciplines.