Go BackThe Art of Repositioning
In the competitive world of branding, companies often focus on positioning—establishing a unique space in the consumer’s mind. But what happens when that position no longer serves its purpose? Enter repositioning, a strategic tool that allows brands to evolve, adapt, and stay relevant. Are you ready to discover the art of repositioning?
What Repositioning Is—and What It’s Not
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Repositioning is not just a superficial change like a new logo, tagline, or packaging design. While these elements might be part of the process, true repositioning goes deeper. It’s about altering the perception of a brand in the eyes of its target audience. This means revisiting your brand’s core values, promise, and relevance to the consumer.
Unlike launching a new product or expanding to a new market, the art of repositioning involves rethinking how the brand connects with its audience emotionally and culturally. It’s a fundamental shift in what the brand stands for, often accompanied by changes in marketing communication, product offerings, or even business models.
When Is Repositioning Necessary?
Repositioning can be a powerful strategy, but timing is crucial. Here are some common scenarios when repositioning becomes appropriate:
- Aging Demographics
If your brand’s core audience is aging and no longer represents the growth market, repositioning can help capture younger or more diverse demographics. Getting older with your customers is always a trap. Think about Cadillac or Old Spice, these are all brands that had to rejuvenate their image. Old Spice once known as an “old man’s cologne,” the brand repositioned itself with humorous, quirky ads to attract younger, millennial men. Deezer managed to rejuvenate itself, making the platform more appealing the gen Z: Deezer revamped its app with a vibrant design and dynamic interface, turning music into interactive visuals that move to the beat. Users can personalize backgrounds that evolve with their tastes, making the app feel alive and deeply connected to their musical journey. Last year Deezer campaign shows it well - Shifts in Consumer Trends
When cultural or market trends change, a brand must adapt to stay relevant. Dunkin’, once synonymous with indulgent donuts, rebranded in 2021 to focus on coffee in response to growing demand for healthier lifestyles. Dropping “Donuts” from its name, Dunkin’ now generates most of its revenue from beverages, becoming the second-largest U.S. coffee chain after Starbucks - Competitive Pressure
A crowded market with new players can dilute a brand’s uniqueness. To combat this, a brand might reposition to reclaim its identity and explore new opportunities. With its new “Wonder Makers” identity, Costa strengthens its mission: turning every moment into an experience filled with wonder, leaving travelers inspired, renewed, and, above all, speechless. The goal is to attract a new wave of cruise-goers seeking authenticity and awe. It’s not just a vacation but a journey that leaves you breathless. This “speechless” positioning promises unique, unforgettable emotions, blending exploration with meticulously crafted comfort. The focus shifts from what the ships offer to what traveler’s experience—a bold change that sets Costa apart from competitors. - Overcoming Negative Perceptions
Sometimes, a brand is weighed down by outdated or negative perceptions. Chiara Ferragni’s brand has struggled since the “Pandoro Gate” scandal, where a misleading charity campaign led to fines, fraud investigations, and public backlash. Following a loss of followers and discounted product sales, the brand now faces potential store closures. A bold repositioning strategy is clearly needed—time will tell what happens in 2025. Back in the days, a successful example was Burberry, which transformed its image by moving away from associations with cheap knock-offs and “chav culture” to reposition itself as a luxury brand focused on heritage and exclusivity, successfully reinventing itself.
The Art of Repositioning in 2024: The Most Interesting Repositionings
The past year has been a masterclass in repositioning for many brands. Here are two of the most compelling examples and the human insights behind them:
1. Jaguar: From Power to Prestige
Jaguar’s recent rebrand stands as one of the most radical transformations in the automotive industry, marking a complete break from its traditional identity. But was this reinvention truly necessary? The answer is a resounding yes. Once celebrated as an icon of British luxury, Jaguar had grown increasingly out of touch with younger generations, who saw the brand as outdated. The numbers reflect this decline: in the 2018-19 financial year, Jaguar sold over 180,000 vehicles, but by 2023-24, that figure had dropped dramatically to just 66,866, a fraction of JLR’s total sales of 431,737.
The challenge was not just aging demographics but also shifting market trends driven by global zero-emission policies. To remain relevant, and differentiate from Tesla, Jaguar embarked on a bold repositioning strategy, shedding its iconic logo, British heritage, traditional fuel-powered vehicles, and even much of its loyal customer base. This dramatic reset positions the brand for a new era of ultra-luxury electric vehicles.
At the heart of the transformation is a new philosophy, “Exuberant Modernism,” which embraces creativity, boldness, and artistry at every touchpoint. Drawing from founder William Lyons’ vision that “a Jaguar should be a copy of nothing,” the brand is reinventing itself as fearless and original, designed to attract a younger, design-savvy, and affluent audience.
The shift is as ambitious as it is controversial. Jaguar’s “Copy Nothing” campaign, featuring vibrant, car-free visuals, sparked backlash online but was defended by leadership as essential for reinvention. While divisive, the campaign reflects a clear commitment to moving beyond automotive stereotypes and redefining Jaguar’s place in a modern, sustainable, and fashionable world.
Targeting a “cash-rich, time-poor” audience, Jaguar acknowledges that only 10-15% of its current customers are expected to follow this new direction. As the brand prepares to launch its ultra-luxury electric vehicles, it aims not just to sell cars but to inspire a new generation of buyers, embracing a bold vision of innovation, individuality, and a fearless approach to the future. Time will tell if this was the right direction to take.
2. Victoria’s Secret: From Exclusivity to Inclusivity
Victoria’s Secret, long criticized for promoting unattainable beauty standards, continued its repositioning journey in 2024 by embracing body positivity, diverse sizing, and empowering narratives. Featuring models and ambassadors of all shapes, sizes, and backgrounds, the brand redefined beauty to resonate with a generation that values representation and self-love over outdated ideals. The human insight driving this shift is clear: consumers no longer subscribe to a singular definition of “sexy”—they want brands to celebrate individuality.
However, whether this new positioning is effective remains uncertain, as revenue trends have continued to decline since 2023. The challenge for Victoria’s Secret lies in turning these values into sustained financial growth while proving that the brand’s transformation is more than just marketing.
So What We Can Say About The Art Of Repositioning
Repositioning is both an art and a science. It requires brands to delve deep into cultural and consumer insights, reevaluate their place in the market, and find new ways to resonate emotionally. As the cases of Jaguar and Victoria’s Secret demonstrate, successful repositioning isn’t about abandoning heritage—it’s about building on it to create a future-facing narrative.
For marketers, these stories serve as a reminder: that staying relevant requires more than a cosmetic refresh. True repositioning challenges us to see brands not as static entities but as living organisms that grow, evolve, and adapt to the world around them.
As we move further into 2025, one thing is clear: the art of repositioning is not just about keeping pace with change but about leading it.
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