Last week BD ’M presented a deep dive into brand repositioning case studies to identify the strategies that drive success, as well as the mistakes marketers must avoid. Dave Daily, Christine Dennis and Amber Greenwalt worked with me on researching these cases. We examined repositioning efforts over the last several years across a range of CPG , B2B and corporate brands. As a starting point we isolated the most common strategies that marketers employ, levers that are often used in tandem for maximum effect: New visual identity New meaning and context. New behaviors (distribution, media, promotion, product, etc). New target audience. New pricing. After examining each of these brands we identified seven success factors shared by many of these marketers, and some cautionary notes: Clearly define the problem. Don’t fix what isn ’t broken. ( Walmart did this particularly well.) Find a new positioning from within the truth of the brand. Be credible. No skin grafts. ( Cisco
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