repositioning

Definition

The corporate art of pretending your product has always been something else when the original marketing plan fails spectacularly. It's like watching a failed actor reinvent themselves as a lifestyle guru, complete with new messaging and a suspiciously enthusiastic press release. Brands do this when they realize people actually hate what they thought they were selling.

Example Usage

After the energy drink failed with athletes, the company tried repositioning it as a study aid for college students.

Source: Marketing terminology

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