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Considering the evaluation of communication of strategic positioning in organizations, given the complexity of the present day, is it feasible to continue using the traditional models of effects hierarchy? The effects of positioning communication can not be compared to the impact of a sledgehammer blow, but to a haze involving its potential customers. However, the models traditionally used to measure the effects of communication have linearity and unidirectionality, thus approaching the measurement of the impact of a sledgehammer, but not assessing the nuances of a mist. In this sense, based on the systemic view on communication, one can search in cybernetics the alternative models for the task of analyzing the involvement of the fog of the communication of the positioning. However, in terms of strategy, cybernetic models are closer to the configuration school than to the positioning school led by Porter. But considering that the first school sees the formation of strategy as a process of transformation, if the organization is in motion its positioning would also not be changeable? However, the present essay does not aim to find definitive answers to this or other questions that will arise during the text, but rather to allow in-depth reflections on the subject under discussion. In the end it will be up to the reader to decide whether it is better to continue measuring the impact of a sledgehammer or venturing into the mysteries of a fog.

Avaliação da comunicação do posicionamento estratégico: medição do impacto de uma marreta ou análise do envolvimento de uma neblina?