{"id":242,"date":"2010-08-06T00:00:00","date_gmt":"2010-08-05T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/repositioning-speed-summary-marketing-in-an-era-of-competition-change-and-crisis\/"},"modified":"2019-11-19T16:32:46","modified_gmt":"2019-11-19T16:32:46","slug":"repositioning-speed-summary-marketing-in-an-era-of-competition-change-and-crisis","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/repositioning-speed-summary-marketing-in-an-era-of-competition-change-and-crisis\/","title":{"rendered":"Repositioning Speed Summary: Marketing in an Era of Competition, Change, and Crisis"},"content":{"rendered":"<ul>\n<li><a href=\"http:\/\/www.amazon.co.uk\/REPOSITIONING-Marketing-Competition-Change-Crisis\/dp\/0071635599\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-1143\" title=\"reposition\" src=\"\/wp-content\/uploads\/2019\/11\/reposition.jpg\" alt=\"\" width=\"264\" height=\"400\" \/><\/a><a href=\"http:\/\/www.amazon.com\/REPOSITIONING-Marketing-Competition-Change-Crisis\/dp\/0071635599\" target=\"_blank\" rel=\"noopener noreferrer\">Repositioning:\u00a0Marketing in an Era of Competition, Change, and Crisis<\/a><\/li>\n<li>Author: Jack Trout with Steve Rivkin<\/li>\n<li>Publisher: McGraw-Hill<\/li>\n<li>Publication: 2010<\/li>\n<\/ul>\n<p>Three decades after igniting a revolution in marketing by coining and developing the concept of &#8220;positioning&#8221; in \u201c<a href=\"http:\/\/www.amazon.com\/Positioning-Battle-Your-Al-Ries\/dp\/0071373586\" target=\"_blank\" rel=\"noopener noreferrer\">Positioning: The Battle for Your Mind<\/a>\u201d, Jack Trout publishes his take on <strong>repositioning<\/strong>.<\/p>\n<h3>Positioning and Repositioning<\/h3>\n<p>Positioning is how you differentiate yourself in the mind of the consumer.<\/p>\n<p>Repositioning is how you <em><strong>re-adjust<\/strong><\/em> the way you differentiate yourself in the mind of the consumer &#8211; in the face of competition, change or crisis.<\/p>\n<p>In practice, both positioning and repositioning are essentially the same; the process of gaining\u00a0ownership of a simple word or phrase in the mind of the consumer that is true, differentiating and compelling. Postioning is about creating that ownership, repositioning is about adjusting it.<\/p>\n<p>And how do brands get to own or readjust that word or phrase in the mind of the consumer? A combination of\u00a0product experience, word of mouth, PR and advertising.<\/p>\n<h3>The Art of the Obvious &amp; The Power of Simplicity<\/h3>\n<p>Building on his previous book, &#8220;<a href=\"http:\/\/www.amazon.com\/Search-Obvious-Antidote-Todays-Marketing\/dp\/0470288590\" target=\"_blank\" rel=\"noopener noreferrer\">In Search of The Obvious: The Antidote for Today&#8217;s Marketing Mess<\/a>&#8220;, Trout warns us not to overcomplicate repositioning exercises.<\/p>\n<p>Essentially, repositioning is the art of the obvious &#8211; searching for that simple, credible, differentiating idea you want associated with your brand, and making that real in all your marketing.<\/p>\n<p>Simplicity here, according to Trout, is the key to success; the best repositioning involves owning a single differentiating word in the mind of the consumer. Like good positioning ideas, good repositioning ideas will be obvious;<\/p>\n<ul>\n<li>This problem, when solved, will be simple.<\/li>\n<li>Does it check with human nature? The obvious matches existing perceptions.<\/li>\n<li>Put it on paper. If the explanation becomes long, involved or ingenious, then very likely it is not obvious.<\/li>\n<li>Does it explode in people\u2019s minds? Do people say, \u201cNow why didn\u2019t we think of that before?\u201d<\/li>\n<li>Is the time ripe? The timeliness of an idea is often as important as the idea itself<\/li>\n<\/ul>\n<h3>Stop Navel-Gazing: Differentiate or Die<\/h3>\n<p>Drawing from another of his marketing bestsellers, &#8220;<a href=\"http:\/\/www.amazon.com\/Differentiate-Die-Survival-Killer-Competition\/dp\/0471028924\" target=\"_blank\" rel=\"noopener noreferrer\">Differentiate or Die<\/a>&#8220;, Trout recommends that every repositioning exercise should start with the competition in the mind.<\/p>\n<p>Too many brands run repositioning exercises based on what they want to be &#8211; based on some new consumer insight, rather than on how they are different from the market leader. \u00a0This is a mistake.<\/p>\n<p>Ultimately, successful repositioning should be about repositioning yourself against the market leader \u2013 or if you are the market leader \u2013 the product or service that you want your brand to replace. In other words, repositioning is about competitive differentiation. Think Avis \u2013 \u201cWe Try Harder\u201d or \u201cOur Lines are Shorter,\u201d or US restaurant chain Denny&#8217;s that hung &#8220;candy breakfast&#8221; on its competitors, in order to own &#8220;real breakfast&#8221;.<\/p>\n<p>Although repositioning exercises often have the goal of making a brand more popular (again), Trout warns brands against repositioning too broadly &#8211; trying to be all things to all men. \u00a0In today&#8217;s cluttered market, if a repositioning is not differentiating and polarizing it is useless. \u00a0It&#8217;s as much about being who you are NOT for, as who you are for.<\/p>\n<h3>Risk-Reduction<\/h3>\n<p>The reason why repositioning is essentially all about you and the market leader is that consumers have a natural &#8216;safety-in-numbers&#8217; bias toward the market leader &#8211; and evaluate all alternatives against that leader.<\/p>\n<p>We love underdogs, but we buy from perceived leaders.<\/p>\n<p>But the consumer tendency to benchmark everything against the market leader is a risk-reduction strategy that marketers can turn against market leaders. \u00a0How? \u00a0By positioning themselves as the solution to the principal weakness(es) of the market leader.<\/p>\n<ul>\n<li>1. Monetary Risk (There&#8217;s a chance I could lose money)<\/li>\n<li>2. Functional Risk (Maybe it won&#8217;t work, or do what it&#8217;s supposed to do)<\/li>\n<li>3. Physical Risk (It could be dangerous &#8211; someone could get hurt)<\/li>\n<li>4. Social Risk (What would my peers think?)<\/li>\n<li>5. Psychological Risk (It might make me feel guilty or irresponsible)<\/li>\n<\/ul>\n<p>In other words repositioning is often about attacking a weakness in market leader that you promote as your strength.<\/p>\n<p>For example, Stolichnaya vodka hung \u201cAmerican made\u201d on its U.S. competitors who were \u201cmaking believe they were Russian.\u201d It was setting up \u201cthe Russian vodka\u201d as its positive idea.<\/p>\n<h3>A 360 Process<\/h3>\n<p>Repositioning involves a concerted and coordinated approach from every element of the communication mix, not only advertising.<\/p>\n<p>In fact, Trout argues that publicity and PR are the key to successful repositioning &#8211; because re-adjusting perceptions is tough to do without third-party advocacy of the new positioning. According to Trout, repositioning should be a PR-led exercise: The basic rule is: publicity first, advertising second. \u00a0Remember this metaphor: PR plants the seed. Advertising harvests the crop.<\/p>\n<h3>In a Nutshell<\/h3>\n<div>\n<p>Summing up his views on repositioning, Trout offers four rules for repositioning success<\/p>\n<ul>\n<li>1. Find out what position you already have in your consumer\u2019s mind.<\/li>\n<li>2. Adopt a repositioning strategy that you want to own. Zero in on the specific concept that you want to achieve and use it to inform all your marketing.<\/li>\n<li>3. Convince everyone to concentrate exclusively on this one repositioning approach.<\/li>\n<li>4. Measure your efforts \u2013 with consumer research \u2013 and remember, readjusting perceptions takes time and patience.<\/li>\n<\/ul>\n<\/div>\n<p>And if you remember just one thing, repositioning is as much about who you&#8217;re not, as it is as who you are.<\/p>","protected":false},"excerpt":{"rendered":"<p>Repositioning:\u00a0Marketing in an Era of Competition, Change, and Crisis Author: Jack Trout with Steve Rivkin Publisher: McGraw-Hill Publication: 2010 Three decades after igniting a revolution in marketing by coining and developing the concept of &#8220;positioning&#8221; in \u201cPositioning: The Battle for Your Mind\u201d, Jack Trout publishes his take on repositioning. Positioning and Repositioning Positioning is how [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":244,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-242","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-summaries"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Repositioning Speed Summary: Marketing in an Era of Competition, Change, and Crisis - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/repositioning-speed-summary-marketing-in-an-era-of-competition-change-and-crisis\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Repositioning Speed Summary: Marketing in an Era of Competition, Change, and Crisis - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"Repositioning:\u00a0Marketing in an Era of Competition, Change, and Crisis Author: Jack Trout with Steve Rivkin Publisher: McGraw-Hill Publication: 2010 Three decades after igniting a revolution in marketing by coining and developing the concept of &#8220;positioning&#8221; in \u201cPositioning: The Battle for Your Mind\u201d, Jack Trout publishes his take on repositioning. 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