There have been plenty of companies that have managed to reposition their brands successfully and generate better results than maybe they even expected. That’s why one of the best ways for companies to learn all about brand repositioning is by the example of some of the most successful brand positioning from companies in the past.
As a music streaming platform, Spotify had already positioned itself in a great way in its market, however, the pandemic ended up changing a lot of customer requirements and business structures all over the world. Fortunately, because of the nature of the music streaming platform, which is digital and provides its target audience with some sort of a getaway from their daily stressors and lives, the company managed to achieve a lot of success throughout the pandemic. Nevertheless, the pandemic forced a lot of companies to reduce their advertising budgets, which is why most companies that primarily relied on revenue from advertising had to shift gears, which included Spotify. To effectively rebrand, the music streaming platform decided to expand its focus on more original content, such as podcasts, and consumer-focused playlists. This way, the platform was positioned to no longer be seen as solely a provider of music, but also as a content developer and tastemaker for his customers.
The luxury brand Gucci has always been very profitable, however, its initial target audience has started skewing older in more recent years. Additionally, some of the main characteristics of the brand that originally made it appealing to the target audience weren’t appealing to younger generations. That’s why back in 2015, the company decided to reposition itself and its approach so that it could highlight the company’s Italian history, while still adding a more modern touch through its designs. To do that, the company polished up its logo and developed a brand new focus on communicating with the target audience via social media platforms, primarily Instagram. All of these efforts allowed the brand to reach a lot more people, especially younger generations of consumers within just a few years after implementing the strategy.
Another great example of great brand repositioning comes from Starbucks, which changed its positioning, as a place where the customers can go to, to connect with each other regularly. This unique approach toward repositioning brought on a lot of success for the company, which managed to launch into a global corporation in the next two years. However, various other coffee conglomerates started getting more popular at the same time, which made a lot of customers look for cost-effective options, which came from Starbucks’ competitors. That meant, once again, Starbucks had to create a new repositioning strategy, which is when Starbucks launched a brand new campaign back in 2009 which would highlight the exceptional product from the company, which also highlighted that the products were well-worth the money that customers were spending on them. ￼
Article written by Ronn Torossian