The Marketing Millennials
Go-to-Market Plays #7: How to Reposition Your Product
May 14, 2025
Tamara Grominski, an award-winning product marketer and former VP at Kajabi, joins Daniel to tackle the art of product repositioning. They discuss how to recognize when your product needs a new focus, especially during market shifts. With an insightful case study on transforming a classic thermos into a trendy lifestyle brand, they explore key strategies for engaging untapped audiences. Tamara emphasizes that launches aren't just for new products, and repositioning can spark fresh growth opportunities.
16:33
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Quick takeaways
- Repositioning requires identifying untapped audiences and adjusting branding and messaging without altering the product itself for growth.
- Successful examples like Stanley illustrate that appealing to new demographics can significantly enhance market presence through strategic rebranding efforts.
Deep dives
Repositioning for Growth
Rethinking the target audience can unlock significant growth opportunities by allowing marketers to reposition existing products to appeal to new, previously untapped demographics. Instead of changing the product itself, this strategy focuses on aligning branding, messaging, and channels to resonate with a new ideal customer profile. This approach can be particularly effective when signs such as stalled growth, pricing shifts, or unexpected traction from new audiences arise. It encourages marketers to consider who else could benefit from their offerings, potentially leading to a new wave of engagement and sales.
