Chapter 45. Repositioning can be a fool’s chase

Marketing managers sometimes talk about “repositioning their brand.” This is often expected to be a competency for many brand managers. Many organizations change brand managers frequently, with an expectation that each manager will “reposition” their brand in a way that the previous manager could not. If they reposition often enough, surely at some point they will hit on something. Right? Wrong!

Brand managers do not completely control or own the brand. A brand resides in a consumer’s mind. At best, brand managers can influence its meaning. But in the end, brand management is about creative activities that “cause” a certain “effect” in the marketplace. It is the accumulation of these effects, created ...

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