Brand Positioning

Positioning and repositioning a brand

Brand Positioning


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how newspaper USA Today underwent a redesign to make it stand out amidst a sea of competitors.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Moet Hennessy USA revived sales of its Hennessy cognac in an increasingly competitive spirits market.


Stephen Whiteside, Event Reports, ClickZ, April 2015

This event report shows how Playboy, the men's magazine and online publisher, drove huge growth in its digital traffic - especially among millennials - by adopting a "safe for work" policy on the web.


Erwin Flores , Warc Prize for Social Strategy, Entrant, 2015

This case study explains how Cornetto, the ice cream brand, created a global campaign to target teenagers, and then adapted it locally to build relevance.


Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2015

This event report outlines how the Guardian, the London-based print and online news provider, is adopting a challenger brand mentality to progress in the US.


Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2015

This event report outlines how Cadillac is using storytelling both to reposition its brand and guide the various agencies producing this work.


Stephen Whiteside, Event Reports, TechCrunch Disrupt NY, May 2015

This event report outlines how Lyft, the ridesharing app, is putting friendliness at the heart of its brand proposition.


Effie Worldwide, Bronze, North America Effies 2015

This case study explains how Priceline, the online travel agent, brought its brand promise to get the best deal possible for its customer to life and increased sales in the US.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report shows how Heineken, the beer brand, tapped the popularity of electronic dance music to encourage moderation among millennials.

WARC RECOMMENDS


BEST PRACTICE

How to position effectively

Tips, reminders and recommended reading


ARTICLE FOCUS

Create brand appeal

Implicit marketing and repositioning brands


BEST PRACTICE

Brand positioning statements

A practical how-to guide for marketers


CASE STUDY

NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium