Just what do we mean when we talk about positioning strategy?
Positioning is how you differentiate yourself in the mind of the consumer.
Repositioning is really a combination of two things: how you re-adjust the way you differentiate yourself in the mind of the consumer, and how you use a fact about a competitor to shift consumer perception about you both.
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 accurate, differentiating and compelling. Positioning 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.
Here is a good video clip with Jack discussing repositioning. It’s worth watching…