Every once in awhile brands need to be repositioned allowing companies to change the way customers associate with their brands and products. This event allows for the brand promise to be revised.
Provided this reposition is done effectively, the result should be a renewed customer perception. The concept is for the brand to compete with a new distinct message.
Ask your sales team if customers see the company, and brands, as being authentic leaders. Every brand needs to have a marketing plan for being sold. The plan needs to be 100% proprietary, actionable and believable.
The product pipeline is usually an evolving non stop event. SN recently changed their machinery design to Hygienic. This change has huge potential and we now need to get the message out. PSG LEE machines changed their duplex width sizes to match the changing market. These new ideas now need marketing to reposition both brands. Brand promise and product development can’t be out of step.
Finally you need to be mindful that emerging competition is forever on the horizon. Constantly analyze the positions of your competitors’ brands as they will shift over time. This is often overlooked. Make time to pause and think.