Brand Repositioning Examples Renewing Company Growth

Brand repositioning will mean updates to your message, your value proposition, and your marketing strategy to keep up with evolving demographics. We’ll examine six successful examples of brand repositioning from major companies to learn how it’s done.

There’s no single signpost that marks the time for brand repositioning — in fact, it’s often a combination of several critical factors. Some of the signs might be: 

• A downward trend in sales
• A shrinking core audience
• Industry shakeups (new technology, new business models, new competitors)
• A disconnect between marketing messaging and the topics brought up by real customers
• Product line updates that are out of sync with your old brand promise
• An outdated value proposition for the current culture or market
• Lack of brand appeal to younger generations
• Need to pivot away from brand confusion or negative associations

All are examples of brand repositioning catalysts for SMBs and global enterprises alike. For some companies, this is an opportunity to finally get a real foothold in the market and scale up — often in ways that weren’t working (or possible) with your old positioning. For established names, successful brand repositioning can refresh a stale image or renew interest in an historic brand.

How far you go will depend on one question: Is it your positioning (target audience, message, value proposition) or your core brand identity that needs a refresh?