Reposition or Relaunch?

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Positioning > Best Practices

Manoj Sahay
I would like to know if repositioning is a good strategy or should we change the brand and re-launch the product? As Al Ries and Jack Trout have mentioned the most wasteful expense that a company could do is to try to change the mind of the prospect; it is almost impossible to ctrl alt del any information from a human mind. (...) Read more? Sign up for free

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Reasons for Relaunch and Repositioning?

Dear Manoj, I believe changing the brand or a re-lauch could be a type of a re-positioning strategy. Based on your comments I can't determine the real problem you're facing with your product or service towards your customers. Therefore it is difficult to judge whether re-positioning would be necessary and if so, how this should be executed. For instance, if there is a demand problem within the category it is not enough to change the brand. Have you done research to the exact reasons why people don't buy (enough)?

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