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 Additionally, some of the main characteristics of the brand that originally made it appealing to the target audience weren’t appealing to younger generations.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

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.