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Brand Repositioning

Brand repositioning focuses on changing what customers associate with the brand and sometimes competing brands. This usually entails a change in the brand’s promise and its personality. Taglines often change with brand repositioning (to communicate the new promise). And sometimes the identity itself is updated or refreshed to reinforce the change in the brand’s positioning.

Brand Repositioning

Wal-Mart Learns A Branding Lesson

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Wal-Mart Learns A Branding Lesson

It has been a gloomy month for US retailers. Iconic brands such as Linens-n-Things and Mervyns are in liquidation, while former electrical retail powerhouse Circuit City filed for bankruptcy protection last week. Store sales are down at every major US retailer – except one.

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Brand Repositioning

Competitor Repositioning

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Brand Strategy Brand Repositioning Stolichnaya

In positioning your brand sometimes you discover there are no unique positions to carve out. In such cases I suggest repositioning a competitor by convincing consumers to view the competitor in a different way. Tylenol successfully repositioned aspirin by running advertisements explaining the negative side effects of aspirin.

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Brand Repositioning

Repositioning The Competition

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Repositioning The Competition

This is a post about a very powerful marketing strategy that has fallen into disuse.

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Brand Repositioning

Brand Repositioning And Organizational Reinvention

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Brand Repositioning And Organizational Reinvention

We have been working with a number of organizations lately whose brand repositioning efforts involve nothing less than organizational transformation including business model and culture change.

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