I read a great article this week, passed on to me by my mate Julian Grice (he’s a top lad when it comes to branding and marketing, probably the best I have come across) – it was all about positioning and game changing strategies for high growth companies. There were four fantastic examples of companies that repositioned their brands with dramatic effect:
1. Apple….from geeky nerds to a cool brand probably the biggest on the planet
2. Domino’s…..moved from selling pizzas to focusing on service and delivery excellence
3. Red Bull….repositioned the drink from one for exhausted lorry drivers to life style marketing for “go getters”
4. Netjets….from selling private jets to adopting the time share model (the results speak for themselves)
This is a lesson for all gazelle businesses…..a tweak in what you do, for a new segment can have a massive impact. Here’s to the start of a high growth week!