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CREATIVE: REPOSITONING |
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When trying to decide whether or not to reposition, a company sometimes puts the cart before the horse. Before determining whether to reposition a product, service, or brand-- the following analysis and research should be conducted:
- Determine your current brand equity and position in the marketplace (both perceived and actual)
- Identify business results achieved against desired objectives
- Explore unique competitive advantages and affinity partnerships that can be sustained or leveraged
A two-prong approach, including Discovery Mapping™! and integrating our Branding Precepts into a creative planning session, our clients receive the information they need to make the right decision.
It may become apparent that rather than repositioning your brand, you may only need to refine and update it. Think of it this way: It's like going to the dentist expecting to hear the words, "root canal" and instead receiving the diagnosis "minor gum irritation".
If the brand simply needs to be freshened or if you do need to reposition, take a look at the links on the right to read more.
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