Repositioning a brand can completely transform business results. Whether it’s admitting flaws like Domino’s or redefining beauty standards like Dove, these companies used smart strategies to stay relevant and win back customers. Here’s a quick look at five successful case studies:
- Domino’s Pizza: Overhauled its pizza recipe after harsh criticism, leading to a 14% sales jump in one quarter.
- Dove: Shifted to real, unedited beauty ads, boosting sales by 700% in some markets.
- Starbucks: Created a "third place" experience between home and work, driving global expansion to 30,000+ stores.
- Spotify: Expanded beyond music to podcasts and audiobooks, growing to over 500 million users by 2025.
- Old Spice: Used humor and bold campaigns to double its market share and exceed $1 billion in revenue.
These examples show that transparency, emotional connection, and bold changes can redefine a brand’s success.
Domino’s Pizza: Turning Bad Reviews into Better Business
The Problem
By the late 2000s, Domino’s Pizza found itself in a tough spot. Customers were vocal about their dissatisfaction, criticizing the crust for being "cardboard-like", the sauce for being too sweet, and the cheese for tasting artificial. This wave of negative reviews took a toll, causing a 15% drop in revenue over two years [3][2][6]. To make matters worse, a 2009 survey ranked Domino’s alongside Chuck E. Cheese as having the worst-tasting pizza on the market [6]. Determined to confront the issue head-on, Domino’s plastered its offices with printouts of these harsh reviews, ensuring every employee felt the weight of the situation [3].
The Solution
Domino’s didn’t shy away from the criticism. Instead, they took a bold and transparent approach, openly admitting their pizza wasn’t up to par. In 2009, they launched the "Pizza Turnaround" campaign, a groundbreaking move that embraced their flaws and promised change [6].
The company got to work, using customer feedback to completely overhaul its recipes. They reformulated the sauce, redesigned the crust, and improved the cheese blend. To show their commitment, Domino’s featured real customer feedback in their ads, even highlighting harsh critiques like this one:
"Domino’s crust tastes like cardboard and their sauce tastes like ketchup. Honestly, you couldn’t pay me to eat it once it gets there." – Sharon [4]
Alongside the recipe changes, Domino’s revamped its online ordering system, introducing features like pizza tracking, which allowed customers to watch their order progress from the kitchen to their doorstep [7]. This combination of transparency, innovation, and customer-focused improvements laid the groundwork for a dramatic turnaround.
The Results
The results were nothing short of transformative. In the first quarter after launching the "Pizza Turnaround" campaign, Domino’s saw same-store sales jump by 14.3% – a record-breaking increase [8]. By 2010, sales had climbed to nearly $7 billion, with same-store sales rising by almost 10% [6]. The company’s stock price followed suit, skyrocketing from $8.76 per share in 2010 to an impressive $391 per share [6].
Reflecting on this remarkable transformation in 2018, Domino’s CEO Patrick Doyle shared:
"I wanted us to become the No. 1 pizza company in the world; I wanted Domino’s to provide our franchisees with the best possible return on their investment by creating a dramatically better experience for our customers; and I wanted to have a leadership team in place that would be ready to create even better results into the future. I’m proud to say that we’ve accomplished all of those goals." [6]
The turnaround also set Domino’s up for long-term success in the digital space. By 2020, over 70% of the company’s sales came through digital channels [5], and the brand had expanded to more than 13,800 locations across 80+ countries [4]. What started as a response to criticism evolved into a blueprint for growth and innovation.
Dove: Changing Beauty Standards with Real People
The Problem
Before 2004, Dove struggled to connect with its audience, particularly young women – a key demographic that was gravitating toward competitors [12]. A study commissioned by Dove revealed some eye-opening statistics: only 2% of women felt beautiful, while a staggering 65% found it hard to relate to the beauty ads they were seeing [9][12][13][14]. This disconnect between the brand and its audience was taking a toll on revenue, especially as competition in the beauty industry intensified [10]. Dove clearly needed a new approach to regain relevance and trust.
The Solution
In 2004, Dove introduced the "Campaign for Real Beauty", a groundbreaking initiative that flipped the script on traditional beauty advertising. Instead of relying on conventional models, the campaign featured real, unretouched women of all shapes, sizes, ages, and backgrounds [15]. This shift was a bold move to reflect the diversity of Dove’s customer base. The messaging also changed dramatically, moving away from the idea of "fixing" imperfections and instead encouraging women to embrace their individuality. Taglines like "You’re more beautiful than you think" and "Beauty Has No Limits – Join the Movement" aimed to inspire confidence and self-acceptance [14][15].
"The main message of the Dove campaign was that women’s unique differences should be celebrated, rather than ignored, and that physical appearance should be transformed from a source of anxiety to a source of confidence." [9]
Dove also shifted its marketing strategy, dedicating 60% of its budget to brand-building efforts and 40% to traditional sales advertising [17]. This reallocation underscored the brand’s focus on creating meaningful, long-term connections rather than chasing short-term gains.
The Results
The impact of the campaign was immediate and far-reaching. Within its first year, Dove saw a 700% increase in sales in certain markets [15][16], proving there was a strong appetite for authentic representation in beauty advertising. The campaign struck a chord with a wide range of women: 71% of plus-size women felt more represented in the media, and 54% of women of color felt a stronger connection to the brand [15]. Additionally, 60% of women reported a positive shift in how they perceived beauty [15].
The campaign also generated $150 million worth of free media coverage [17]. By 2023, Dove achieved its best sales growth in over a decade, contributing €6 billion to Unilever’s revenue, with the brand now valued at $5.1 billion [11][17].
Alessandro Manfredi, Dove’s Chief Marketing Officer, summed up the brand’s mission:
"At Dove, we seek a future where women decide and declare what real beauty looks like – not algorithms" [11]
This transformation turned Dove into more than just a beauty brand. It became a movement, challenging outdated industry standards and empowering women across the globe.
Starbucks: Creating Coffee Shop Culture
The Problem
In its early days, Starbucks was a straightforward coffee bean retailer. The focus was on selling high-quality beans and equipment, not brewed coffee [18]. What the company lacked was a distinct identity or customer experience that made it stand out. When Howard Schultz joined, he had a bold vision: to turn Starbucks into a "third place" – a welcoming spot between home and work where people could relax and connect [18]. However, Schultz’s ideas initially clashed with the original founders’ preference to stick to their existing business model [18].
To grow beyond being just a retail coffee bean business, Starbucks needed to create an inviting space that encouraged people to stay, socialize, and return. Schultz took it upon himself to redefine what Starbucks could be.
The Solution
Schultz brought his vision to life by first testing the Italian coffeehouse concept with his own venture, Il Giornale. After proving the idea’s potential, he acquired and merged it with Starbucks [18].
"Howard first experienced Italy’s coffeehouses, and he returned to Seattle inspired to bring the warmth and artistry of its coffee culture to Starbucks" [20].
The transformation was rooted in several strategic changes. Starbucks redesigned its stores to reflect a cozy, Italian coffeehouse vibe, creating a consistent and immersive experience across all locations [19]. Carefully curated music added to the welcoming atmosphere [19].
But it wasn’t just about the physical space. Starbucks expanded its menu to include more than just coffee – teas, smoothies, and food items became part of the offering [18]. The brand shifted its image, positioning itself as a lifestyle choice rather than just a coffee shop. A game-changing addition was free Wi-Fi, which made Starbucks an ideal spot for students, professionals, and freelancers looking for a workspace outside of home or the office [19].
"Starbucks goal is to become the Third Place in our daily lives. (i.e. Home, Work and Starbucks). We want to provide all the comforts of your home and office. You can sit in a nice chair, talk on your phone, look out the window, surf the web… oh, and drink coffee too." – Kelly, Starbucks Manager [21].
The Results
The changes Schultz implemented paid off in a big way. After he took over as CEO in 1987, Starbucks grew rapidly, expanding from just 17 stores to over 17,000 by 2008 [18]. The momentum continued, with the company opening an average of two stores per day until 2007 [22].
By 2019, Starbucks had over 30,000 stores in 80 countries [23]. A 2013 neuroscience study even revealed that customers were willing to pay premium prices for Starbucks coffee, thanks to the brand’s strong association with a unique and memorable experience [23].
Digital innovation also played a huge role in Starbucks’ success. By 2015, mobile payments accounted for 21% of U.S. sales [22]. The Starbucks Rewards program became a major hit, with 17 million members in the U.S. and 10 million in China by the end of 2019 [23]. By 2024, the program boasted over 31 million active members in the U.S. alone [18].
The Rewards program didn’t just drive customer loyalty – it also gave Starbucks a financial edge. Members preloaded funds into their accounts, giving the company access to over $1.5 billion in interest-free cash globally [18]. Features like voice command and messaging interface ordering through the mobile app further boosted member spending by 20% [23].
Howard Schultz summed up the company’s success with a focus on what truly mattered:
"Success is not sustainable if it is defined by how big you become. Large numbers that once captivated me – 40,000 stores – are not what matter. The only number that matters is ‘one’. One cup. One customer. One partner. One experience at a time" [23].
Starbucks’ transformation didn’t just change its own trajectory – it set a new global standard for coffeehouse culture.
Spotify: Growing Beyond Music Streaming
The Problem
When COVID-19 struck in early 2020, Spotify found itself at a crossroads. The pandemic wiped out key moments for music streaming, like daily commutes and social gatherings, and advertising revenue plummeted as brands slashed their marketing budgets. This exposed Spotify’s heavy reliance on its core music streaming model, which suddenly seemed inadequate for sustaining growth during lockdowns. CEO Daniel Ek, however, saw an opportunity to expand Spotify’s vision: transforming the platform into a hub for all things digital audio – from music and news to podcasts and audiobooks [26]. With this broader goal in mind, Spotify quickly adjusted its strategy to adapt to the new reality.
The Solution
Spotify wasted no time in shifting gears. The company leaned into original content and introduced features tailored to users spending more time at home [24]. This included a major push into podcasts, the addition of wellness content, and new social listening tools that allowed friends to connect virtually [25].
One of the boldest moves was Spotify’s enormous investment in exclusive content. The company pledged $1 billion to podcasting, acquiring key players like Gimlet Media, Parcast, The Ringer, Anchor, and Megaphone. High-profile licensing deals brought shows like Call Her Daddy and The Joe Rogan Experience exclusively to Spotify [26]. Ek explained the rationale behind this ambitious move:
"I told our team we were publicly committing $1 billion to podcasting. They told me the entire market isn’t worth a billion. I said, ‘Well, it will be’" [26]
Ek’s confidence in the untapped potential of audio was clear:
"Everyone underestimates audio. It should be a multi-hundred-billion-dollar industry… Audio is ours to win" [26]
The Results
Spotify’s strategy paid off in a big way. Despite the challenges of the pandemic, the company reported a 9% increase in advertising revenue in Q3 2020. By the end of the year, Spotify had grown to 345 million monthly active users and 155 million premium subscribers [24] [27]. Revenue hit $2.9 billion – a 27% increase from the previous year – with ad sales surging 75% to nearly $375 million [26].
Podcasts became a cornerstone of Spotify’s success. By 2020, podcasts made up 20% of all listening hours on the platform, drawing in users who might not have joined for music alone. The podcast library also exploded, growing from 200,000 titles to over 5 million [30] [31]. By 2025, Spotify had become the world’s most-used audio podcast platform and the leading podcast publisher in the U.S., with over 100 million podcast listeners – a tenfold increase – and more than half a billion people having tuned into a podcast on the platform [30].
The Spotify Partner Program, which gives creators a 50% share of ad revenue, added even more momentum. Active monthly video podcasts rose by 28%, and in Q1 2025 alone, Spotify paid out over $100 million to podcast creators worldwide [28]. Individual podcasters also saw impressive gains. For instance, in January 2025, Chris Williamson’s Modern Wisdom podcast boosted its Spotify consumption by 36% through the Partner Program. Meanwhile, the mental health podcast We’re All Insane earned over $17,000, and the gaming podcast Kinda Funny Gamecast brought in $10,000 [29].
Reflecting on Spotify’s transformation, Ek noted:
"Let’s be real – I had no idea Spotify’s cultural and monetary impact would be this big" [26]
Spotify’s pandemic-era pivot didn’t just help it weather the storm – it redefined what the platform could be, setting a new standard for audio entertainment.
Old Spice: Winning Young Customers with Comedy
The Problem
By the early 2000s, Old Spice had a serious image problem. The brand, once a household name, was now seen as something for older generations. Younger men were steering clear, opting instead for brands like Axe, which better matched their style and preferences[32][33]. Old Spice’s dated reputation left it out of touch with modern consumers. Sales were stagnant, market share was shrinking, and the company was in desperate need of a fresh strategy to stay competitive.
The Solution
In 2008, Old Spice teamed up with Wieden+Kennedy, a creative powerhouse in advertising, to completely overhaul its image. The game-changer came in 2010 with the launch of the wildly popular "The Man Your Man Could Smell Like" campaign. Featuring Isaiah Mustafa as the charming and over-the-top "Old Spice Guy", the campaign cleverly appealed to both men and women. It tapped into men’s desire for confidence while also targeting women, who often buy personal care products for their partners[36].
Old Spice didn’t just stop at clever TV ads. They took the campaign online, creating personalized video responses on YouTube where Mustafa, in character, directly engaged with fans. To amplify the buzz, the brand encouraged user-generated content through branded hashtags, making it easy for fans to share and spread the message on social media. Building on this wave of success, Old Spice launched the "Smell is Power" campaign in 2013, starring Terry Crews. His high-energy antics and signature "POWER!" shout helped solidify the brand’s new identity as bold, fun, and modern[35].
The Results
The results were nothing short of transformative. Within just three months, sales of Old Spice body wash skyrocketed by 107%, and overall product sales jumped by 55%. The brand’s market share doubled from 3% to 6%, and annual revenue climbed from $280 million to over $1 billion by 2017[33][34]. On the digital front, Old Spice’s social media following exploded, growing by 2,700%, while its commercials racked up over 50 million views on YouTube[34].
Old Spice’s bold shift in strategy shows how humor, creativity, and a deep understanding of your audience can completely redefine a brand and win back relevance in a crowded market.
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Successful Brand Strategy Example (Old Spice Repositioning)
What These Success Stories Teach Us
These five transformations highlight essential lessons that any business can apply. While each company faced unique challenges, their approaches shared key elements that turned potential failures into standout successes.
Honesty and Openness Work
One of the strongest takeaways from these examples is that transparency builds trust faster than any ad campaign. Owning up to flaws and sharing how they’re being addressed can rebuild consumer confidence.
Take Domino’s, for example. The company openly admitted its pizza had quality issues and shared its efforts to improve. This approach not only resonated with customers but also contributed to a 14% sales increase compared to less transparent competitors [39]. Similarly, Patagonia’s bold "Don’t Buy This Jacket" campaign in 2011 encouraged customers to think about the environmental impact of their purchases. Ironically, this honesty led to a 28% jump in sales that same year [39].
Transparency isn’t just a nice-to-have; it’s a competitive edge. Research shows 86% of consumers value authenticity when choosing brands [39]. Clearly, being upfront and genuine pays off.
But transparency is only part of the equation. Brands also need to connect emotionally with their audience.
Connect to Something Bigger
The most successful repositioning efforts tap into customers’ deeper values. Aligning with meaningful causes or movements creates emotional bonds that go beyond mere transactions.
Dove’s "Real Beauty" campaign is a perfect example. By challenging traditional beauty standards and celebrating real people, the brand created a powerful emotional connection that drove a 700% surge in sales [39].
The numbers back this up: 90% of consumers are more likely to buy from companies that support social or environmental causes, and 66% are willing to pay more for brands that prioritize sustainability [39]. Unilever’s results further emphasize this point – its sustainable brands grew 69% faster than the rest of its portfolio in 2018 [39].
"A brand’s social value and purpose are now more important than ever in activating a consumer’s sense of value and meaning. Identifying which of the brand’s values resonate and how they line up with a consumer’s values has become more critical to the work of growing brands with greater consumer loyalty, stronger brand trust, and higher financial returns."
- Michael Diamond, clinical assistant professor in the NYU SPS IMC program [40]
The key here is to be genuine. Customers can easily spot hollow cause marketing. Brands like Ben & Jerry’s and TOMS stand out because their social impact isn’t just a marketing tactic – it’s baked into their DNA.
This authenticity sets the stage for bold, game-changing strategies.
Bold Changes Pay Off
Big, decisive moves can redefine how customers see a brand. Companies that made bold, sweeping changes didn’t just tweak their image – they completely reimagined their identity.
Look at Old Spice. Once seen as outdated, the brand reinvented itself with hilarious, over-the-top campaigns featuring Isaiah Mustafa and Terry Crews. The result? Body wash sales soared by 107%, putting Old Spice back on the map [38].
Starbucks took a similarly transformative approach. The brand evolved from a coffee shop into a "third place" between home and work, offering more than just coffee – it created a social experience. By 2014, this repositioning helped Starbucks generate around $16 billion in annual revenue [38].
While bold moves come with risks, they often deliver extraordinary growth. These examples show that repositioning requires brands to rethink what customers truly want [37]. By challenging norms and exceeding expectations, these companies didn’t just adapt – they set new standards for their industries.
These stories underline the transformative power of smart repositioning to fuel growth and redefine success.
Conclusion: Getting Professional Help with Brand Changes
The stories of Domino’s, Dove, Starbucks, Spotify, and Old Spice show how brand repositioning can completely reshape a business. These transformations didn’t happen by chance – they required careful planning, smart strategies, and flawless execution. This highlights how critical expert advice can be when navigating brand changes.
Without professional insight, companies risk losing their identity and confusing their customers [1]. Expert agencies use data-driven strategies to align brands with consumer expectations, helping businesses maximize potential rewards while reducing risks [1].
With shifting market trends pushing brands to rethink how they connect with customers [43], companies facing inconsistent messaging, weak differentiation, unclear target audiences, or stagnant growth should consider seeking professional help [42].
Take ChrisRubinCreativ (CRC) as an example. They specialize in guiding companies through complex brand transformations. By focusing on emotionally engaging branding and messaging, CRC develops strategies that truly connect with people, inspiring action [41]. Their approach covers everything from brand identity creation to competitive analysis and foundational messaging, all aimed at delivering measurable growth.
While professional repositioning services can range from $1,000 to $10,000 [41], the potential returns often far outweigh the investment.
As the case studies demonstrate, bold repositioning can change the trajectory of a business. Companies that act decisively today can set themselves up for long-term success. With expert guidance, your brand transformation can become a success story instead of a missed opportunity.
FAQs
What strategies do brands use to successfully reposition themselves in the market?
Brands that manage to reinvent themselves often prioritize fresh ideas, clear messaging, and staying in tune with what their customers want. Take Apple, for instance. In the late 1990s, the company turned its fortunes around by simplifying its product lineup and introducing game-changing products like the iMac. This move not only boosted sales but also rebuilt trust and loyalty among its customers.
Another great example is Old Spice, which completely revamped its image by appealing to a younger demographic. Through witty and unforgettable ad campaigns, the brand not only grabbed attention but also saw a major uptick in sales. Then there’s Domino’s Pizza, which took a bold approach by listening to customer complaints about its product quality. With a transparent campaign focused on improving taste, the company managed to shift public perception and fuel significant growth.
These stories highlight how smart strategies, combined with genuine communication, can enable brands to reshape their identity and thrive, even in highly competitive markets.
How do transparency and emotional connection contribute to successful brand repositioning?
Transparency and Emotional Connection in Brand Repositioning
Being transparent and forming emotional connections are crucial for successful brand repositioning. When brands are upfront and honest, they earn the trust of their audience by openly addressing challenges. This kind of authenticity strengthens relationships and encourages long-term loyalty.
Emotional connection goes even deeper, forging meaningful bonds with customers. By sharing relatable and engaging stories, brands can show they truly understand and value their audience. This combination of transparency and heartfelt storytelling not only helps brands stand out but also builds trust and fosters lasting growth.
Why should companies seek professional expertise for brand repositioning?
Repositioning a brand isn’t a simple task – it demands a solid grasp of market trends, a clear understanding of consumer behavior, and well-thought-out messaging strategies. This is where professional branding experts step in. They bring the skills and resources to study market dynamics, uncover new opportunities, and design strategies that truly connect with your audience.
Partnering with seasoned professionals helps businesses sidestep common missteps, like vague messaging or failing to engage customers effectively. Their expertise ensures your repositioning efforts enhance brand loyalty, align better with market demands, and drive sustainable growth. Choosing professional support can save valuable time and resources while setting your brand up for success in an ever-evolving marketplace.