There are moments in a brand’s journey when the owners realize that evolution is necessary to keep pace with an increasingly changing market. However, approaching repositioning is never a simple task.
In our experience working side by side with brand owners, we’ve identified three main challenges that owners face at different phases:
This attachment (often represented by the founding family’s name in markets like Italy) frequently leads to resistance to change. To overcome this first challenge, it’s important that the repositioning process is based on data-driven choices and remains anchored in the brand’s original DNA.
Repositioning, in fact, means to improve, not to force the brand or its owners to become something they are not.
This challenge often arrives once the repositioning process has already started. It’s crucial that changes, whatever their nature, are driven and properly promoted by the company’s leadership teams in a clear and engaging manner, always with a brand-oriented approach.
Finally, let’s remember that brand repositioning is a process that takes time to get recognized by the market, and can always be adjusted along the way, should inconsistencies or areas for improvement be noticed.
If you are a brand owner, have you ever experienced any challenge or fear during repositioning, other than the ones mentioned?