Question

Topic: Branding

Re-positioning A Good Product With A Stale Image - How?

Posted by Anonymous on 6/8/2004 at 11:37 PM ET 125 Points
I have a client who wants to re-brand / re-launch / re-position a tired old product. It's sherry - a drink of old ladies and tramps. Any ideas on grassroots marketing, branding or any other means to rejuvenate it?
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RESPONSES

  • Posted by Blaine Wilkerson on 6/9/2004 at 2:24 AM Accepted
    Sam nailed it.

    Don't get you perception of the product confused with the consumer's perception. You have to separate yourself from t and look at the hard data, not your opinion.

    For example, I HATE lima beans. They are disgusting, bitter, and smell like feet. I think they are a horrible product and should be banned. But agricultural and food statistics say otherwise. I think you get the point by now.

    Do your homework, read up on studies, host your own survey (www.zoomerang.com), etc. I think you will find there is much more of a following than you realize.

    Good Luck!
  • Posted by SRyan ;] on 6/9/2004 at 12:54 PM Accepted
    Gavin, Katie, Sam, Marcus --

    I've never been to Australia. Always wanted to go, but it's a long way from Houston. Your postings make me think the crowd there is pretty darned clever, not just a heck of a lot of fun! Or is the air down under particularly sweet for marketeers?

    - Shelley

    ps. Gavin, sorry for the off-topic response!
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