Repositioning
Also: Brand Repositioning
Changing how the market understands your product, usually because the current positioning no longer fits the market, buyer, or strategy.
Why it matters
Companies outgrow their positioning. The market shifts, the product matures, you move up-market, or a category emerges, and the old frame starts working against you. Repositioning realigns how buyers see you with where the business is actually going. It is high-leverage but disruptive, because it touches everything downstream.
What good looks like
Repositioning is warranted when the current frame consistently attracts the wrong buyers, loses to the wrong competitors, or undersells what the product now does. It should be deliberate and evidence-led, not a reaction to one lost deal.
Related terms
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