Brand Repositioning

When to reposition a brand should be widely known and well accepted among marketing professionals, but it is not. Brand repositioning is necessary if one or more of these conditions exist:

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Lisa, a marketer in Washington D.C. who asks:

Conventional brand repositioning wisdom is to alter the brand’s position incrementally from the established position, playing off of current assumptions about the brand. It is usually a very tricky and subtle exercise that requires deep customer insight. And yet, some brands have radically altered their brand’s meanings, so much so that the ‘before’ and ‘after’ target audiences are completely different.  Following are two examples of this.

Even producers in the commodity world of meats and produce have found ways to reposition themselves and thus create a unique selling proposition. Their successful strategies can be summed up in five ways.

There are times, though rare, that a repositioning the competition strategy is not to hang a negative on them, but simply to put your lead competitor in its place—or, shall I say, in second place? This was the case in a project we did for the producers of Spanish olive oil.