The danger in branding repositioning

10:02 AM, 24 July 2017

What makes your brand special?.

Photo courtesy of Emran Kassim


Is your problem positioning or is it execution?

As the guardians of the brands we represent, Professor Ritson argues we should rediscover what made the brand special in the first place before asking the question: "What should my brand mean now?"

The great branding success stories need no heroic intervention or brand repositioning because they know themselves and constantly ask how they should change for the year ahead.

As Hildegard Wortmann – BMW’s senior vice-president for branding, who lead the team that revitalized MINI – said, “It’s not about doing the same thing as before, it’s about respecting what people have done at the time and being relevant today.”

You can read Professor Ritson's full commentary here:

All feedback, queries, and opinions are welcomed to lindsay@anza.co.nz

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