Here's how you can strategically reposition a struggling brand in the market using problem-solving skills.

if you approach this like a one off activity, you'll be back in trouble soon enough. The reality is that getting this right is much the same process that every well run brand goes through every year. - Reviewing their brand tracking & research - Distilling the insights into their targeting, positioning, and some measurable objectives.

To reposition a struggling brand: 1) First, do a brand audit. Establish the brand health status to determine where exactly you need to start from. 2) Understand the brand's business objectives and the brand promise to see where the brand has failed its audience. 3)Consult with internal stakeholders, see what they think and what role they can play to elevate the brand performance. 4) Finally, develop a brand repositioning strategy within the necessary parameters and execute. Track the results and make adjustments where you need to.

To reposition a struggling brand: 1. Analyze market and identify brand issues 2. Research consumer needs and trends 3. Develop new value proposition addressing market gaps 4. Craft brand narrative aligned with core values 5. Implement changes across all customer touchpoints 6. Ensure consistent messaging and experience 7. Test strategy in limited markets 8. Monitor KPIs and gather feedback 9. Remain agile and ready to iterate 10. Engage stakeholders for consistent execution This approach uses problem-solving skills to identify issues, develop solutions, and adapt based on results, strategically repositioning the brand to better meet market demands and consumer needs.

I have been part of multiple brand relaunches and my single biggest learning is that brand owners continued to milk the brand without innovating it for the new insights around habits, practices and beliefs with a newer or even the old set of consumers. Once one does a free assessment of that, half the job is done. Then its only execution !

To strategically reposition a struggling brand in the market, begin by conducting a thorough analysis to identify core issues affecting the brand's performance, such as market perception, competition, or internal inefficiencies. Develop a targeted action plan that addresses these issues, leveraging innovative solutions and adjusting the brand's messaging, positioning, and offerings to better align with consumer needs and market trends. Implement and monitor the new strategy with agility, making data-driven adjustments and continuously engaging with stakeholders to ensure the brand's revitalization and sustainable growth.

A partir do diagnóstico, devemos definir os caminhos e a metas para reposicionamento. Essas metas incluem volume vendas, margens, receita e períodos para avaliação. Indicadores são fundamentais, envolver áreas como Comercial, Pricing, Produtos e PCP é de suma importância, para que todos estejam alinhados quanto aos objetivos.

Let's say you're the brand manager for a local coffee shop chain that's looking to reposition itself to attract remote workers and freelancers. The coffee shop is popular in the mornings and weekends but sees a drop in business during weekday afternoons. SMART Goal: S: Reposition to attract remote workers and freelancers. M: Increase weekday afternoon sales by 25%, loyalty program sign-ups by 30%, and social media engagement by 20%. A: Invest $10,000 in upgrades. R: Focus on creating a community-focused, supportive environment. T: Implement and launch by the end of the next quarter. It's like following a recipe from your favourite chef – you know what you're cooking, what ingredients you need, and when it'll be ready to serve.

Para a definição das metas (SMART) todas as áreas precisam ser envolvidas e comunicadas. Fundamental entendimento e alinhamento da meta.

Defining a Brand's Goal, is like deciding on an unknown destination to visit. Now, to get to your destination without hassle, you need the map. This will enable you to get the exact direction to your destination. It's important to set goals and more important to break your goals down into bits of activities needed to achieve your goal. You must make the goal as concise as possible. Making it easy for anyone to understand it. You must set KPIs to help track your goal at every step of the way. You must make sure your goal isn't vague. It must be easy for your team or TGs to understand. The most important thing is making sure your goal aligns with your overall Brand Identity. In setting your goals, See beyond the NOW!

Also one can Gather insights from customer feedback and data analytics to ensure their goals resonate with their target audience’s needs and expectations. Regularly review and adjust your objectives as market conditions and consumer behaviors evolve, maintaining flexibility to adapt while keeping sight of your long-term vision.

To revamp marketing strategies effectively, implement innovative tactics that breathe new life into the brand. Start with rebranding by updating critical elements like the logo, tagline, and packaging to create a refreshed and modern image. Develop compelling content that showcases the brand's new positioning and resonates with the target audience, highlighting unique values and benefits. Harness the power of digital marketing by utilizing social media, SEO, and influencer partnerships to amplify the brand's message and reach a broader audience. This multi-faceted approach ensures the brand stays relevant and engaging in a competitive market.

A struggling brand could mean two things: 1. There is no loss of revenue or customers, but the brand does not evoke a strong positive feeling, a sense of belonging or passion. 2. There is an overall decline in revenue and customers. If it's the first, a product might survive if it's a necessity or there is no competition but that could turn around quickly. Neither is easy. If it's the second, it would be much harder since it could indicate a new competitor, loss in quality, customer fatigue. The first in my opinion is an easier problem. One needs to craft strategy depending on the stage the brand is in.

strategy is adaptive time to time, you need agility, open mind and leadership. stay calm dont panic, focus on the goals that you want to get

"Crafting a strategy is essential for repositioning your brand. Develop a detailed plan that aligns with your goals and addresses weaknesses identified in your assessment. This should include a refreshed branding message, a new visual identity, and marketing campaigns tailored to your target audience. Ensure that every element is cohesive and reflects the new direction you want your brand to take, creating a unified and compelling presence."

Remember to address your customers challenges head on an ensure your staff is on board with your new positioning before you start to roll it out.

Acredito que na etapa de executar as alterações um ponto crucial é a comunicação (forma, canal e frequência) aos clientes para assegurar a boa compreensão da mudança realizada.

This needs a coordinated effort. Internally, communicate the new strategy and target audience across departments. Revamp marketing materials and messaging to reflect the shift. Ensure training is aligned with the new brand. If needed, adjust products or services. Finally, track progress through KPIs and adapt the strategy based on the data you gather. This approach ensures a smooth rollout and increases the chances of a successful brand revival.

Repositioning strategies could include- Focusing on a new crowd, product repositioning, sprucing up the brand, distribution channel adjustment, and collaboration.

Again consistency in your brands messaging Across all touch points especially staff at the frontlines of your business is key to executing a successful roll out.

To strategically reposition a struggling brand in the market, start by conducting thorough market research to understand consumer perceptions and competitive landscapes. Use insights gained to redefine the brand's unique value proposition and target audience. Implement a refreshed brand identity across marketing channels, emphasizing new strengths and addressing previous weaknesses. Engage in targeted advertising and PR campaigns to reshape public perception positively. Lastly, ensure consistent delivery of the new brand promise to build trust and loyalty among consumers, thereby revitalizing the brand's presence in the market.

Effectively monitoring the progress of the changes implemented is core in making sure your outcomes are aligning with your objectives. That you are getting results doesn't exactly mean it's the kind of result you want. However, what monitoring does, is that it makes sure the results from the implementation of the strategic plan are aligning with the set objectives. If the results are not aligning with the objectives, then the brand can go back to rework the strategy or tactics at the earliest time.

Commission another round of focus group research to assess where you stand against your baseline - 18 months ago ( 6-9 months for rollout and 12 - 9 months in to the new positioning being in the market.)

After implementing changes, monitoring progress is crucial. Use key performance indicators (KPIs) aligned with your rebranding goals to track success. Regularly review customer feedback, sales data, and market share to gauge the reception of your repositioned brand. This ongoing evaluation allows for data-driven decisions and adjustments to keep your strategy on course.

Monitoring progress of a repositioned brand requires tracking key metrics like brand awareness, perception, sales conversions, and customer satisfaction. Set baselines for these before launch and compare them over time. Regularly analyse competitor performance and adjust your strategy based on data and market feedback. By tracking marketing campaign performance and industry trends, you can refine your approach and ensure the brand's successful return.

This is where the rubber meets the road, and it's all about staying agile, data-driven, and customer-focused. Example Review Process for the coffee shop! - Weekly Check-In: 1. Reviewing foot traffic and sales data. 2. Quick scan of social media engagement. - Monthly Review: 1. Detailed analysis of all KPIs. 2. Discussing customer feedback and any new trends. 3. Adjusting marketing strategies as needed. - Quarterly Strategy Session: 1. Comprehensive review of KPIs against SMART goals. 2. Strategic adjustments and planning for the next quarter. 3. Celebrating wins and acknowledging areas for improvement.

Be prepared to refine your strategy based on ongoing results and market feedback. Continuous improvement is key to successful brand repositioning.

Understand the issue and analyze the effect of it on the brand. I believe in sticking to the basics & that the solution to any problem lies in reaching out. Reaching out to the real audience which in most cases is the end customer. Involving the end customer in the solution building process and putting it forth the same way; means tell the people that its 'you' who has given us a solution. Let the customer feel its 'his' acumen that worked.

Employ economists and anthropologists and psychologists and business analysts and creatives to play with your brand and keep it vital. Assessing your brands postion on the lifecyle is part of the marketing management discipline, do it. Ask the customer.

Brand Revival: Why Iteration is Your Secret Weapon Iteration is the unsung hero of brand repositioning. It's about embracing change as a constant, not a one-time fix. After executing changes (Step 4), monitoring progress (Step 5) reveals what's working and what's not. Step 6, iteration, is where you refine your strategy based on these insights. It's about continuous improvement, adjusting your approach based on real-world results. This agility is key to staying ahead in a dynamic market.

Saying with the Laptops and Lattes. - Customer Feedback: Customers mention they’d like quieter areas for phone calls and virtual meetings. - Iterate: 1. Testing: Create a small section with soundproof pods for phone calls and virtual meetings. 2. Measuring: Monitor usage and gather feedback on the new pods. 3. Adjusting: If successful, expand the number of pods. If not, gather more feedback to understand why and tweak the solution. - Trend Research: Notice a rising trend in sustainable practices among coffee shops. - Innovate: Introduce and Promote. - Share & Celebrate!

One of the tried & tested method is to revisit the brand key and approach each cell with a fresh perspective. The approach is to go outside in - start with the 1. root/core strength that u are offering - umpteen times this gets biased by the original strengths - that probably haven’t helped the brand in current times 2. Category heat/ competition - today the competition set goes beyond the base category - so think through this 3. TG - define cohorts & communities as well 4. Consumer insights 5. Consumer benefits 6. Brand value/ beliefs - here it is imperative to also look at the meaningfulness from the brand - consumers today want to use brands with a purpose 7. RTB 8. What differentiates your brand - and finally 9. The brand idea

Firstly a deep understanding of the problem through 'peeling the onion' analysis to get down to the real cause of the issue rather than just a superficial understanding of what's going wrong. Spend 75%-80% time in identifying and understanding the real consumer issue. Once done, next step would be the strategize how can we turn crisis into an opportunity and highlight the new positioning of the brand and its relevance for the consumers based on its unmet need. Start single minded focus on communicating the new benefit / positioning that resolves the consumer unmet need. Keep monitoring the progress diligently to do course correction on the go.

Plan B: If you plan isn't working , then you need a plan B. This would be your saviour in recovering the cost incurred in plan A brand building. Usually this plan involves collecting reviews, testimonials and client experiences to validate your presence, service and offerings. While brand keep afloat, start planning fresh in case of failure.

To repositioning a struggling brand, we have to see the current performance that brand and find out why it is struggling. In this regards, we have to check consumer's current perception about that brand, weakness. Why earlier perception has changed. Apart from that, its needed to check competition's position as well as strength and consumer's perceptions about the competition brand. One thing we have to maintain that is continues touch with the consumer. So that we may get a crystal clear pricture of a brand that struggling now.

You need to analyze what went wrong and then create a detailed plan to reposition the brand. An in-depth understanding of the target audience is crucial. Client feedback will play a very important role in making sure that the right services are being delivered and that they are satisfied with the same. Try and engage with your audience on a regular basis and keep sharing their testimonials as well.