Repositioning

Definitions

1. Changing how a company or product is framed in the market to target a different category, buyer, use case, or value story. Repositioning is often driven by learning that the original story was not landing or not durable.

   In plain English: Changing how the company or product is presented in the market.

   Example: "The repositioning from analytics tool to compliance platform improved enterprise interest immediately."

Related Terms

• Competitive Analysis
• Competitive Landscape
• Disruption
• Employer Brand
• Flagship Product
• Global Market
• Market Expansion
• Market Opportunity
• Mission Statement
• Brand Equity
• Vision Statement
• White Space