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.


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.


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.


Tahaab Rais, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Emirates NBD, the Middle East's leading bank, engaged affluent parents by creating a social experiment where it asked children to send a message to their future selves.


Chris Caley & Alicia Philipp, Warc Prize for Social Strategy, Bronze, 2015

This case study explains how Virgin Mobile Australia launched its new brand positioning 'Making Mobile Better' with a social media campaign based around food.


ARF Ogilvy Awards, Silver, Fashion, style & beauty, 2015

This case study explains how Make Up For Ever, the new make up brand, took a branded bus on tour to build awareness of the brand and increase sales in the US.


ARF Ogilvy Awards, Silver, Travel & leisure, 2015

This case study explains how The Auto Club Group of America (AAA) created a storytelling campaign with its brand purpose at the centre to improve brand metrics.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Jackson-Triggs, a wine brand owned by Constellation Brands, reversed a decline in sales in Canada.

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