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October 29, 2007

Brand Name Repositioning: Hummer and Coke Zero

Repositioning your brand name can often mean the difference between survival and failure.

Hummer.gifTake the Hummer, for instance. In the age of "Inconvenient Truth," big gas-consuming trucks are a no-no.

GM's new campaign, entitled "Hummer Heroes," is meant to shift the focus to the good deeds one can do with a massive vehicle. GM has cleverly given 19 Hummers to the Red Cross as part of a donation of 72 vehicles.

CokeCans1.gifAnother example is Coke Zero. Initially it was targeted to women, however when Coke execs learned that men liked it as much, the black label was back.

Going "back to black" packaging helped to reposition the brand as masculine and a humorous TV commercial about two brand managers trying to sue Classic Coke for "taste infringement" made it distinctive.

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Posted by William Lozito at October 29, 2007 9:12 AM
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