Brand Positioning

Information and insights on positioning and repositioning a brand

Brand Positioning


Sarah Shearman, Event Reports, Brand New World, February 2014
This event report discusses how Goldman Sachs is using social media. Initially, the bank saw little value in a channel that seemingly served of its few core business purposes.

Miroslaw Smolewski, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Nestle, the food and beverage company, to promote its Friskies pet food brand in Poland, largely through social media. The brand had an established Facebook page and so chose this as its main focus, supported by a brand website and online ads.

Will Nichols, Hristos Varouhas and Candice Juniper, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Tourism New Zealand, the government funded organisation, to encourage gay Australians to consider the country as a wedding destination. The campaign started on the day New Zealand legalised same-sex marriage with the posting of a new logo on the organisation's Facebook page.

Adam Lotz, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how NatWest, the UK retail bank, developed its social media strategy in response to a crisis. The bank had experienced a systems crash which left customers unable to access their accounts, and this became the catalyst for the development of its social strategy.

Sarah Shearman, Event Reports, South by Southwest Interactive Festival, March 2014
This event report discusses the views of Shiv Singh, svp/global brand and marketing transformation at Visa, with regard to wearable tech and its potential for the financial services industry. Not only does this channel offer marketing possibilities for brands in this space, but it may soon emerge as an important driver of payments, too.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report discusses how Xerox is using content marketing to raise awareness of its repositioning as a solutions provider. To do so, it faced the challenge of overcoming deeply-entrenched associations between its brand and the paper-copier business.

ARF Ogilvy Awards, Gold, Financial Services, 2014
This case study describes how Bank of America reintroduced its brand with an emotional campaign that sought to help customers connect with the things most important to them. Running in three phases the campaign acknowledged that the Bank is not central to customer's lives, but that it can help connect them with what is.

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2014
This event report discusses how Hostess Brands LLC, the US bakery company, brought the iconic Twinkies and CupCakes brands back to store shelves after its predecessor filed for Chapter 11 bankruptcy protection. Backed by two private-equity firms, the new Hostess company sought to build anticipation for the return of Twinkies through a campaign with the tagline, "The Sweetest Comeback in the History of Ever", which was brought to life by on-the-ground promotion in major US cities and on social media.

Stephen Whiteside, Event Reports, BRITE '14, March 2014
This event report discusses how IBM faces a marketing paradox: it is one of America's best known companies, but few consumers know what it does. Following the sale of its personal computer business IBM has not sold direct to consumers.

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