© 2025 Ne-Lo

© 2025 Ne-Lo

© 2025 Ne-Lo

Ross Hastings and Kieran Antill sitting with empty chairs

Ne-Lo Insights..

Repositioning for Growth

Ne-Lo's thinking on repositioning strategy. When to move, how to move, and what it takes to close the gap between what your business is and what the market believes.

Positioning map with the Ne-Lo logo chess piece in the bottom left

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.

Positioning map with the Ne-Lo logo chess piece in the bottom right

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.

Positioning map with the Ne-Lo logo chess piece in the top left

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.

Positioning map with the Ne-Lo logo chess piece in the top right

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.

Tropicana: Give Life Some Juice, But Not a Repositioning

Tropicana: Give Life Some Juice, But Not a Repositioning

Tropicana wants to redefine juice as energy. We ask what would have to be true for that to actually work.

Tropicana: Give Life Some Juice, But Not a Repositioning

Tropicana: Give Life Some Juice, But Not a Repositioning

Tropicana wants to redefine juice as energy. We ask what would have to be true for that to actually work.

Tropicana: Give Life Some Juice, But Not a Repositioning

Tropicana: Give Life Some Juice, But Not a Repositioning

Tropicana wants to redefine juice as energy. We ask what would have to be true for that to actually work.

SBS Viceland: A Cautionary Tale in Brand Partnerships

SBS Viceland: A Cautionary Tale in Brand Partnerships

SBS has separated from the Viceland brand and reverted to SBS2. It was not a strategic repositioning. It was a long-overdue exit from a partnership that stopped working. The more interesting question is what it tells us about brand partnerships in general.

SBS Viceland: A Cautionary Tale in Brand Partnerships

SBS Viceland: A Cautionary Tale in Brand Partnerships

SBS has separated from the Viceland brand and reverted to SBS2. It was not a strategic repositioning. It was a long-overdue exit from a partnership that stopped working. The more interesting question is what it tells us about brand partnerships in general.

SBS Viceland: A Cautionary Tale in Brand Partnerships

SBS Viceland: A Cautionary Tale in Brand Partnerships

SBS has separated from the Viceland brand and reverted to SBS2. It was not a strategic repositioning. It was a long-overdue exit from a partnership that stopped working. The more interesting question is what it tells us about brand partnerships in general.

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.