The necessary evil or a golden opportunity...

In the ever changing global markets, integrated social media, easy accesibility to information, rising consumer spending power and competition across industries, re-positioning is a crucial and most times an inevitable step for brands over a period of time. Re-positioning is a trick trade. Along with the many examples of successes, are also testamants of famous failures associated with repositioning. The essence of re-positioning is fairly well documented in the Charles Darwin quote - It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change; in the realm of business of course.