Repositioning: Changing Minds, Not Just Products
Repositioning changes how customers perceive your existing product. Netflix did this by moving from DVDs to streaming to meet new demand. Don't mistake it for rebranding—repositioning alters the core promise, not just the logo or colors.
Repositioning is a strategic overhaul of your product's narrative and target market, without creating a new product. It's about changing the market's perception of what you offer. This becomes vital when tastes shift or technology evolves, like when Netflix pivoted from DVD rentals to a streaming powerhouse to meet new consumer habits. The common footgun is confusing it with rebranding; rebranding changes the look (a new logo), while repositioning changes the brand's fundamental promise and competitive stance.
Read the original → brandwell.com.au
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