Positioning is how you differentiate yourself in the mind of the consumer.
Repositioning is how you re-adjust the way you differentiate yourself in the mind of the consumer – in the face of competition, change or crisis.
In practice, both positioning and repositioning are essentially the same; the process of gaining ownership of a simple word or phrase in the mind of the consumer that is true, differentiating and compelling. Postioning is about creating that ownership, repositioning is about adjusting it.
And how do brands get to own or readjust that word or phrase in the mind of the consumer? A combination of product experience, word of mouth, PR and advertising.
We have worked with Jack Trout on a number of repositioning efforts. Hear, in this video, what Jack has to say about the mistakes the company Xerox made over the last 20 years…