When To Reposition A Brand
July 13, 20162 min
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:
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Brand Repositioning - Branding Strategy Insider
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.
Repositioning vs. Rebranding
August 26, 20142 min
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:
Success And Radical Brand Repositioning
June 26, 20122 min
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.
Brand Strategy: Repositioning Commodities
May 11, 20122 min
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.
Brand Strategy: Repositioning A Competitor
May 2, 20122 min
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.