Repositioning, rebranding stretches beyond the single word status they possess, are more nuanced than they seem. Often people mistake rebranding, repositioning as just a new campaign that changes the subject’s status quo till then. Actually, repositioning goes much deeper, much truer. A brand is first what a brand does, not just what it says. This is what I have often believed and advocated.

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True repositioning starts miles before the communication phase. Communication should start only when the DNA of the subject has been altered, mutated and re-configured to justify the new communication, the new call out / campaign. The product, service and experience design, the brand drivers and culture, all must undergo a process of methodical and careful mutation (so that you don’t break what you are intending to mutate). And then comes communication. Simply put, the heavy-duty work with its grime, nuts & bolts starts miles before the agency is briefed, coached and worked with to produce the slick campaign pieces. This work happens often quietly behind the scenes and off the stage.

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