The recent criticism of the new identity for Jaguar has focused attention on when repositioning of a brand is necessary and effective. The positioning of a brand is defined by the psychological space the brand occupies in the minds of consumers: the unique identity of the brand in terms of what it is (and is not), what value it provides, and how it differs from competitors.
It is absolutely essential to face the facts when a brand is in turnaround mode. Letting everyone know exactly where the brand stands relative to where the brand should be is a critical step. Facing the facts is the starting point for revitalization.
Nolan Bushnell knew he had a hit when he heard about the trouble at Andy Capp’s Tavern. Atari’s founder had created only one prototype of its first video game, Pong, and it had stopped working after just two weeks – the can for collecting coins kept getting overstuffed.
Change sucks. But irrelevance is even worse. Today most firms, institutions and individuals are grappling with 3 levels of relevance.
It’s time to reorient your thinking on the most effective deployment of your investments in marketing communication. You can start by breaking free from entrenched myths about brand outreach, consumer behavior, and sound strategy.
