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Brad VanAuken Brand Positioning Re-Branding

Successful Brand Repositioning

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You follow the same steps and address the same brand design components when repositioning a brand as you do when first designing the brand. But, brand repositioning is more difficult than initially positioning a brand because you must first help the customer “unlearn” the current brand positioning (easier said than done). 

Three actions can aid your success in this process: (1) carefully crafted communication, (2) new products, packaging, etc. that emphasize the new positioning and (3) associations with other brands (co-branding, co-marketing, ingredient branding, strategic alliances, etc.) that reinforce the new brand positioning.

You should not rely upon an advertising agency, a brand consulting company, or your marketing department to craft your corporate or organizational brand’s design. This exercise is so critical to your organization’s success that your organization’s leadership team and its marketing/brand management leaders should develop it, preferably with the help and facilitation of an outside brand-positioning expert.

We have more to share on Repositioning here and Brand Positioning here.

Sponsored By: Brand Aid

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