FIRST DE-POSITIONING, NOW, DE-BRANDING

You've no doubt heard the talk in many marketing circles now about brand teams consciously aiming to de-position their major competitor. When successful, it's a wonderful strategy to improve your brand's identity at the expense of your competitor's identity. But have you also been observing the more recent marketing actions that actually can reduce or diminish your brand's identity? We're talking about very recent moves in logotype and packaging for brands like Gatorade and Tropicana ... disturbing moves that we're calling de-branding. Read on.
___________________________________________________________

The DISPATCHES^TM for March 8, 2009 can be found here:

FIRST DE-POSITIONING, NOW DE-BRANDING

A printer / handheld friendly version can be found here:

FIRST DE-POSITIONING, NOW DE-BRANDING

It is also available in PDF here:

FirstDe-PositioningNowDeBranding.pdf (PDF File)