Tag: repositioning

Marlboro's transformation from a brand aimed at women to the archetypal "man's cigarette" is a prime illustration of effective brand repositioning. The strategy and backstory behi…

Midway through the nineteenth century, Quaker Oats' tale starts. Horses, which played an essential role in both transportation and work during that era, were the main animals fed …

When a brand wants to reposition itself in the market, it may do so by making deliberate changes to the packaging's look and function to reflect its new image, target demographic,…

William Lightfoot Schiltz established Old Spice in 1934, and since then, the brand has left an indelible mark on customers. Interestingly, they debuted with women's products&…

The main offering of Cincinnati-based Kutol Products, which the McVickers founded in 1912, was a soft, malleable product for removing soot from wallpaper. By the turn of the tw…

Moov, a pain reliever ointment developed and marketed by Paras Pharmaceuticals, has been around since 1986. Iodex, manufactured by GlaxoSmithKline & Beecham, was the undisp…

Revising the promise of the brand. If the consumer allows the brand marketer to reveal a secret advantage of the brand, does it radically expand the customer's connection with the…

As marketers when we are asked to reposition, we usually look at repositioning our brand. Yet, it is possible to reposition a rival brand or company. In other words, by creatin…