© 2025 Ne-Lo

© 2025 Ne-Lo

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Ne-Lo Insights…

Repositioning

When to move, how to move, and what it takes to close the gap between what your business is and what the market believes.

What is Repositioning? A Straight Answer for Business Leaders

Repositioning is one of the most misused words in business strategy. Here's what it actually means, when it's necessary, and what it requires.

What is Repositioning? A Straight Answer for Business Leaders

Repositioning is one of the most misused words in business strategy. Here's what it actually means, when it's necessary, and what it requires.

What is Repositioning? A Straight Answer for Business Leaders

Repositioning is one of the most misused words in business strategy. Here's what it actually means, when it's necessary, and what it requires.

The Repositioning Gap Matrix: How to Know if Your Business Needs to Move

Most businesses sense a gap between what they are and what the market believes. Few know how to measure it. The Repositioning Gap Matrix is Ne-Lo's framework for doing exactly that.

The Repositioning Gap Matrix: How to Know if Your Business Needs to Move

Most businesses sense a gap between what they are and what the market believes. Few know how to measure it. The Repositioning Gap Matrix is Ne-Lo's framework for doing exactly that.

The Repositioning Gap Matrix: How to Know if Your Business Needs to Move

Most businesses sense a gap between what they are and what the market believes. Few know how to measure it. The Repositioning Gap Matrix is Ne-Lo's framework for doing exactly that.

Repositioning vs Rebranding: What's the Difference and Why It Matters

Repositioning and rebranding are not the same thing. Confusing them is one of the most expensive mistakes a business can make. Here is how to tell them apart.

Repositioning vs Rebranding: What's the Difference and Why It Matters

Repositioning and rebranding are not the same thing. Confusing them is one of the most expensive mistakes a business can make. Here is how to tell them apart.

Repositioning vs Rebranding: What's the Difference and Why It Matters

Repositioning and rebranding are not the same thing. Confusing them is one of the most expensive mistakes a business can make. Here is how to tell them apart.

How to Reposition a Company: A Practical Guide for Business Leaders

Repositioning is not a rebrand and not a campaign. It is a whole-of-business move. Here is how to do it in the right order.

How to Reposition a Company: A Practical Guide for Business Leaders

Repositioning is not a rebrand and not a campaign. It is a whole-of-business move. Here is how to do it in the right order.

How to Reposition a Company: A Practical Guide for Business Leaders

Repositioning is not a rebrand and not a campaign. It is a whole-of-business move. Here is how to do it in the right order.

Ne-Lo Blog

Repositioning Insights & Market Trends

Short CMO Tenure Is a Systems Problem, Not a People Problem

September 7, 2026

Short CMO Tenure Is a Systems Problem, Not a People Problem

Accountability without control is not a difficult job, it is an impossible one.

Boots: When the Target Audience Is the Share Market

September 11, 2026

Boots: When the Target Audience Is the Share Market

Sometimes your target audience is not your target audience, it is the share market.

WPP: When the Target Decides the Strategy

September 4, 2026

WPP: When the Target Decides the Strategy

When the target is incentivised cost savings, you have decided the end before you have worked out the means.

Coles Liquor: The Move Its Biggest Rival Already Made

August 28, 2026

Coles Liquor: The Move Its Biggest Rival Already Made

If the experience is genuinely integrated, what is the point of a brand called Liquorland?

Under Armour: When the Endorser Outgrows the Brand

August 21, 2026

Under Armour: When the Endorser Outgrows the Brand

Lose control of the sub-brand and you stop being a brand, you become a manufacturer carrying someone else's name.

Bed, Bath & Beyond: Selling the Dream Before the Reality Catches Up

August 18, 2026

Bed, Bath & Beyond: Selling the Dream Before the Reality Catches Up

You've got to take a dream to market and make sure you can back it up.

HSBC: When the Face Stops Talking to the Head and Heart

August 11, 2026

HSBC: When the Face Stops Talking to the Head and Heart

This is a good example of the promotional part of marketing not talking at all to the product and service part.

Has Marketing Become Too Complicated?

August 6, 2026

Has Marketing Become Too Complicated?

Brand, in the end, is not what the marketing department says. It is what the business repeatedly does.