O'Reilly logo

Brand Turnaround by Karen Post

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Brand Distinction and Recovery

Brands in comeback mode are in a challenging position, as they are often fighting time and have limited resources. More important, they are playing catch-up and have the extra challenge of winning back the hearts and minds of fans and supporters.

Being distinct and owning a unique place is not going to turn a brand around by itself, but it is an engine of persuasive power that can speed things up and keep you on track while other parts of your game are improving.

Call it positioning or imprinting a brain tattoo (i.e., one’s unique set of assets and propositions), every brand needs a mental marker that consumers can’t get out of their minds and that sets it apart from all the other choices. In the oceans of sameness ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required