Developing a Brand Re-positioning Strategy
Brand strategists and senior marketing executives discuss and develop a new brand positioning strategy, aiming to redefine the brand's image and target audience perception.
Dialogue
Listen and follow along with the conversation
Vocabulary
Essential words and phrases from the dialogue
re-positioning
The process of changing how a brand or product is presented to the market to attract new customers or refresh its image. Use it in business discussions about strategy changes.
redefine
To give a new or different meaning or description to something, like a brand's identity. It's common in marketing to explain updating a company's image.
pivot
To change direction or strategy quickly, often in business or startups. Here, it means shifting the brand's focus to something new like technology.
innovation
The creation or introduction of new ideas, methods, or products. In marketing, it's used to emphasize modern and creative aspects of a brand.
alienate
To cause someone to feel isolated or unsupportive, like losing customers by changing too much. Useful in discussions about balancing changes with existing fans.
phased
Done in stages or steps over time, rather than all at once. It's practical for planning gradual business changes to minimize risks.
market research
The activity of gathering information about consumers' needs and preferences. Essential in marketing to make data-driven decisions.
deep dive
A thorough and detailed examination of a topic. In professional settings, it means in-depth analysis, like studying consumer trends closely.
Key Sentences
Important phrases to remember and practice
We really need to redefine our image.
This sentence expresses a strong need for change using 'need to' for obligation. It's useful in business meetings to suggest updating a brand's public perception, showing agreement on strategy shifts.
Our target audience's perception has shifted.
Here, 'has shifted' is present perfect tense indicating a recent change with ongoing effects. Practical for discussing how customer views evolve; use it when explaining market changes.
I'm thinking we need to pivot towards a more modern, tech-forward image.
Uses 'I'm thinking' to introduce an idea politely, followed by a suggestion. Helpful for proposing directions in strategy talks; 'pivot towards' shows directional change in business contexts.
We don't want to alienate them while attracting new segments.
This uses 'don't want to' for expressing concerns about negative outcomes, with 'while' showing simultaneous actions. Useful in marketing to balance risks and opportunities when discussing customer groups.
It's about evolution, not a complete revolution.
A metaphorical sentence contrasting gradual change ('evolution') with sudden overhaul ('revolution'). Great for professional discussions to advocate for step-by-step improvements rather than drastic ones.
We need solid data to back this up.
'Back this up' is an idiom meaning to support with evidence. This sentence emphasizes the importance of facts; use it in planning meetings to stress data-driven decisions.
Let's aim to have an initial proposal drafted within the next two weeks.
'Let's aim to' suggests a goal collaboratively, with 'within the next two weeks' specifying a timeframe. Ideal for setting deadlines in team discussions; shows polite planning.
Sounds like a plan.
A casual idiom meaning 'that agreement works well.' It's a quick way to confirm understanding and close a conversation positively; common in informal business English.