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Winter 2002 CalBusiness  
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Keep it Simple, Marketer!

Reposition

Reposition, in a Simplicity Marketing context, is directly positioning a brand on the promise of simplicity, or expanding a brand's positioning to reduce the number of brand relationships that a customer requires over time.

Major brands in both the consumer and business arenas found ways during the late nineties to successfully differentiate a basic brand promise by repositioning on simplicity - with products, services, and customer care to back up that promise. "Honda. We make it simple." crisply distilled into a relevant, credible, and differentiated brand position the Honda Motors reputation for straightforward dependability and user-friendly automotive design. Likewise, Hewlett-Packard epitomized Simplicity Marketing in a complex business technology category - large-scale computer storage - with the promise of "Stress-free storage. Guaranteed." Then, in 2000, Concert (the joint venture of British Telecom and AT&T) launched its "Simplicity" brand campaign with the tag line promising "Global communications simplified to the nth degree." These simplicity-centered, stress-reducing repositionings were especially compelling in the context of their audiences' stressographics, since busy families with children were a high-priority target market for Honda, and stress-choked CIOs and information technology managers were a target for Hewlett-Packard and Concert.

Another approach to Repositioning is reducing the number of brand relationships that a customer requires over time. This may involve extending an upscale brand downmarket (for example, the less expensive Mani suits from high-end fashion designer Giorgio Armani) or finding ways that products already used by the customer can satisfy additional related or unrelated needs (Tums antacid as a calcium supplement). A related strategy is reducing the number of sub-brands within a family of products. In the early 1990s, 3M's dental division went from more than 100 proprietary brand names to fewer than 20, significantly simplifying things for 3M's dentist customer base.

Read more:

Intro / Replace / Repackage / Reposition / Replenish

 
 
 
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