Brand repositioning is like giving your favorite old sweater a fresh dye job. You love it, but after a few years, it starts to feel a little dated. By changing its look, you not only breathe new life into it but also make it relevant for today’s trends. In the world of business, brands often find themselves needing to evolve to stay relevant, attract new audiences, or shed negative perceptions. Let’s dive into some compelling examples that illustrate how brand repositioning can be a game changer.
Old Spice was once the go-to aftershave for older gentlemen, often associated with a bygone era. However, in 2010, the brand launched a bold marketing campaign featuring the “Old Spice Guy"—a charming, muscular man with a humorous touch. The campaign was a hit, particularly among younger audiences, and Old Spice successfully repositioned itself as a trendy, youthful brand. By leveraging humor and social media, Old Spice transformed its image and significantly boosted its sales, appealing to a new generation while maintaining its classic roots.
In the late 2000s, Domino’s faced criticism for its pizza quality, with many consumers labeling it as subpar fast food. Instead of shying away from the feedback, the company took a brave step forward. In 2009, Domino’s launched a campaign called “Oh Yes We Did,” which openly acknowledged the criticism and showcased their new and improved pizza recipe. This repositioning strategy not only addressed consumer concerns but also emphasized transparency and a commitment to quality, ultimately leading to a resurgence in sales and a more positive brand image.
Burberry was once associated with a certain class of consumers that had fallen out of fashion, often seen as outdated and too traditional. However, in the early 2000s, the brand underwent a significant repositioning under the leadership of new CEO Angela Ahrendts. By collaborating with high-profile celebrities, launching trendy collections, and embracing digital marketing, Burberry successfully redefined its image as a luxury brand for a younger, fashion-savvy audience. Their iconic trench coats became symbols of modern elegance, and they saw a remarkable increase in brand desirability and sales.
In recent years, Coca-Cola has faced criticism due to health concerns surrounding sugary drinks. To reposition itself, the company diversified its product offerings by introducing healthier options like Coca-Cola Zero Sugar and a range of flavored sparkling waters. Additionally, they launched campaigns promoting active lifestyles, aiming to align the brand with health-conscious consumers. This strategic shift not only helped Coca-Cola retain existing customers but also attracted a new audience looking for healthier beverage choices.
Initially launched as a platform for budget travelers looking for a place to sleep, Airbnb needed to reposition itself as a provider of unique, authentic travel experiences. Through a rebranding effort emphasizing the idea of ‘Belong Anywhere,’ Airbnb highlighted personalized stays and local experiences rather than just accommodation. This repositioning allowed Airbnb to capture a broader market, appealing to those seeking to immerse themselves in the local culture rather than just finding a place to crash.
These examples illustrate that brand repositioning is not just about changing a logo or a tagline; it’s about understanding consumer perceptions and adapting to meet their evolving needs. Whether it’s through humor, quality, luxury, health, or unique experiences, successful repositioning can revive a brand and create lasting connections with consumers. Just like that old sweater, sometimes all a brand needs is a little refresh to stay in style.