Claudia’s post about Herbal Essences provides good insight to a successful repositioning of a brand. Over the past few years, the brand has undergone a total makeover. They changed their entire image, from packaging to product names. While maintaining its reputation of using organic ingredients, Herbal Essences can now also appeal to a younger generation.

In their book, Ries and Trout explained the importance positioning your brand in the mind of the consumer. It further states that it is especially difficult to change a consumer’s impression. However, the story of Herbal Essences shows that successful repositioning is possible. This contrasts greatly from the results that many other brands see when trying to establish a new identity.

In a previous post on this blog, the future of Burberry was called into question. The CEO was changing the identity of the company through putting an emphasis on technology and taking away from the traditional sophisticated look. Comparing the two companies shows that a change of identity must be done appropriately.

It is much harder to see success from reinventing a brand’s image in some industries compared to others. Creating a new image is a very difficult task to accomplish, but Herbal Essences provides a good example of how it can be done successfully.