Brand Positioning

Positioning and repositioning a brand

Brand Positioning

Stephen Whiteside, Event Reports, BrandZ Top 100, July 2015

This event report explains why General Electric, the 130-year-old conglomerate, believes it is on the cusp of a "golden moment" from a branding perspective.

Kate Cox, Admap, July/August 2015

This articles argues that to be agile a brand needs a high-level emotionally engaging idea or purpose that can be easily adapted to multiple campaign executions.

Richard Shotton and Aidan O'Callaghan, Admap, July/August 2015

This article argues that there is no single secret to sustained business success, and there is no proof that 'brand purpose' delivers growth.

Vicki Loomes, Admap, July/August 2015

This short article argues that brands need to move away from trying to be 'human', and instead look to be 'enlightened'.

Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report looks at how brands can achieve and measure cultural relevance, an important consideration for a business like Diageo, whose brands do not offer functionally different benefits.

Emily Fairhead-Keen, WPP Atticus Awards, Grand Prix and Winner, Branding and Identity, 2015

This article argues that in a 'new marketing age', brands need to compete for people's attention with more things than ever before - and need to do so by delivering an extraordinary performance.

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.

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.



How to position effectively

Tips, reminders and recommended reading


Create brand appeal

Implicit marketing and repositioning brands


Brand positioning statements

A practical how-to guide for marketers


NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium