© 2025 Ne-Lo

© 2025 Ne-Lo

© 2025 Ne-Lo

Ross Hastings and Kieran Antill sitting with empty chairs

Ne-Lo Insights..

Expert insights on web design, branding, and digital strategy to help your business stand out.

From design principles to technical optimizations—everything you need for digital success.

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

Discover the latest design trends shaping the digital world and how they impact business.

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.

Four Signs It's Time to Reposition Your Company

Four Signs It's Time to Reposition Your Company

A repositioning case only becomes compelling at one point: when the gap between what your company is and what the market believes it is starts to cost you. Here's how to know you've reached that point.

Four Signs It's Time to Reposition Your Company

Four Signs It's Time to Reposition Your Company

A repositioning case only becomes compelling at one point: when the gap between what your company is and what the market believes it is starts to cost you. Here's how to know you've reached that point.

Four Signs It's Time to Reposition Your Company

Four Signs It's Time to Reposition Your Company

A repositioning case only becomes compelling at one point: when the gap between what your company is and what the market believes it is starts to cost you. Here's how to know you've reached that point.

McKinsey's "What's Your Next Brilliant Move?": Brand Platform or Repositioning?

McKinsey's "What's Your Next Brilliant Move?": Brand Platform or Repositioning?

McKinsey has launched its first ever above-the-line brand platform. "What's Your Next Brilliant Move?" was announced at Cannes. For a firm that has never needed advertising, the question is why now, and what it actually signals.

McKinsey's "What's Your Next Brilliant Move?": Brand Platform or Repositioning?

McKinsey's "What's Your Next Brilliant Move?": Brand Platform or Repositioning?

McKinsey has launched its first ever above-the-line brand platform. "What's Your Next Brilliant Move?" was announced at Cannes. For a firm that has never needed advertising, the question is why now, and what it actually signals.

McKinsey's "What's Your Next Brilliant Move?": Brand Platform or Repositioning?

McKinsey's "What's Your Next Brilliant Move?": Brand Platform or Repositioning?

McKinsey has launched its first ever above-the-line brand platform. "What's Your Next Brilliant Move?" was announced at Cannes. For a firm that has never needed advertising, the question is why now, and what it actually signals.

Diageo: Repositioning the World's Biggest Drinks Company for a Generation That Is Drinking Less

Diageo: Repositioning the World's Biggest Drinks Company for a Generation That Is Drinking Less

Diageo owns Johnnie Walker, Guinness, Tanqueray, and dozens of the world's most recognised drinks brands. Its core customer is drinking less. What does repositioning look like when the market itself is contracting?

Diageo: Repositioning the World's Biggest Drinks Company for a Generation That Is Drinking Less

Diageo: Repositioning the World's Biggest Drinks Company for a Generation That Is Drinking Less

Diageo owns Johnnie Walker, Guinness, Tanqueray, and dozens of the world's most recognised drinks brands. Its core customer is drinking less. What does repositioning look like when the market itself is contracting?

Diageo: Repositioning the World's Biggest Drinks Company for a Generation That Is Drinking Less

Diageo: Repositioning the World's Biggest Drinks Company for a Generation That Is Drinking Less

Diageo owns Johnnie Walker, Guinness, Tanqueray, and dozens of the world's most recognised drinks brands. Its core customer is drinking less. What does repositioning look like when the market itself is contracting?

The Guardian's "The Whole Picture": Repositioning Trust in an Age of Noise

The Guardian's "The Whole Picture": Repositioning Trust in an Age of Noise

The Guardian Australia has launched "The Whole Picture" as its brand platform. In a media landscape defined by fragmentation and distrust, it is a direct claim on the thing most news organisations have lost. Can a masthead reposition around trust when trust in media is at an all-time low?

The Guardian's "The Whole Picture": Repositioning Trust in an Age of Noise

The Guardian's "The Whole Picture": Repositioning Trust in an Age of Noise

The Guardian Australia has launched "The Whole Picture" as its brand platform. In a media landscape defined by fragmentation and distrust, it is a direct claim on the thing most news organisations have lost. Can a masthead reposition around trust when trust in media is at an all-time low?

The Guardian's "The Whole Picture": Repositioning Trust in an Age of Noise

The Guardian's "The Whole Picture": Repositioning Trust in an Age of Noise

The Guardian Australia has launched "The Whole Picture" as its brand platform. In a media landscape defined by fragmentation and distrust, it is a direct claim on the thing most news organisations have lost. Can a masthead reposition around trust when trust in media is at an all-time low?

Cox & Kings: The World's Oldest Travel Brand and a Repositioning 260 Years in the Making

Cox & Kings: The World's Oldest Travel Brand and a Repositioning 260 Years in the Making

Cox & Kings was founded in 1758. It collapsed in 2019. Now it is back. What does repositioning look like for a brand that survived two and a half centuries before the modern travel industry existed?

Cox & Kings: The World's Oldest Travel Brand and a Repositioning 260 Years in the Making

Cox & Kings: The World's Oldest Travel Brand and a Repositioning 260 Years in the Making

Cox & Kings was founded in 1758. It collapsed in 2019. Now it is back. What does repositioning look like for a brand that survived two and a half centuries before the modern travel industry existed?

Cox & Kings: The World's Oldest Travel Brand and a Repositioning 260 Years in the Making

Cox & Kings: The World's Oldest Travel Brand and a Repositioning 260 Years in the Making

Cox & Kings was founded in 1758. It collapsed in 2019. Now it is back. What does repositioning look like for a brand that survived two and a half centuries before the modern travel industry existed?

Marketing: Growth Engine or Cost Centre?

Marketing: Growth Engine or Cost Centre?

Is marketing a cost to be controlled or the engine that drives sustainable growth? It's the question that defines a marketing leader's career and determines the success of most companies.

Marketing: Growth Engine or Cost Centre?

Marketing: Growth Engine or Cost Centre?

Is marketing a cost to be controlled or the engine that drives sustainable growth? It's the question that defines a marketing leader's career and determines the success of most companies.

Marketing: Growth Engine or Cost Centre?

Marketing: Growth Engine or Cost Centre?

Is marketing a cost to be controlled or the engine that drives sustainable growth? It's the question that defines a marketing leader's career and determines the success of most companies.

Hooters: Can a Brand This Defined Reposition Without Losing Everything?

Hooters: Can a Brand This Defined Reposition Without Losing Everything?

Hooters built its entire identity around a concept that is increasingly out of step with the culture. The brand is filing for bankruptcy protection. Is this a repositioning story or the end of the road?

Hooters: Can a Brand This Defined Reposition Without Losing Everything?

Hooters: Can a Brand This Defined Reposition Without Losing Everything?

Hooters built its entire identity around a concept that is increasingly out of step with the culture. The brand is filing for bankruptcy protection. Is this a repositioning story or the end of the road?

Hooters: Can a Brand This Defined Reposition Without Losing Everything?

Hooters: Can a Brand This Defined Reposition Without Losing Everything?

Hooters built its entire identity around a concept that is increasingly out of step with the culture. The brand is filing for bankruptcy protection. Is this a repositioning story or the end of the road?

Allbirds to NewBird AI: The Most Radical Repositioning of the Year

Allbirds to NewBird AI: The Most Radical Repositioning of the Year

Allbirds built a brand on sustainability, simplicity, and merino wool. It is now repositioning as an AI company. That is not a pivot. That is a completely different business wearing the same name.

Allbirds to NewBird AI: The Most Radical Repositioning of the Year

Allbirds to NewBird AI: The Most Radical Repositioning of the Year

Allbirds built a brand on sustainability, simplicity, and merino wool. It is now repositioning as an AI company. That is not a pivot. That is a completely different business wearing the same name.

Allbirds to NewBird AI: The Most Radical Repositioning of the Year

Allbirds to NewBird AI: The Most Radical Repositioning of the Year

Allbirds built a brand on sustainability, simplicity, and merino wool. It is now repositioning as an AI company. That is not a pivot. That is a completely different business wearing the same name.