A wave of excitement hit Montreal with the reopening of the planetarium. With its fresh and contemporary architectural design, ongoing exhibitions, two unique halls (one more scientific and the other artistic) and a revamped programme, the newly renovated planetarium reinforces Montreal’s image as a culturally rich city.
Considering the Rio Tinto Alcan Planetarium first opened its doors in 1966 and has experienced few changes since, a repositioning strategy was an effective way to bring its image into the 21st century and attract a much larger audience. By adding a creative side to the equation, Montreal’s Planetarium successfully broadened its target market. It’s now four times larger and four times more exciting. Its opening attracted lots of media attention as well as waves of visitors, all of whom were eager to become part of this new experience.
Changing the perception of a brand in consumers’ minds becomes necessary when a brand image no longer appeals to its target market because it’s passé. If the repositioning of a brand is well executed, it will increase sales because its improved brand image has attracted and engaged more customers.
Many companies avoid repositioning brands because they don’t want to invest large sums of money, don’t like change, or are afraid of the negative impact it might have on its current brand image. There are many ways to reposition a brand and it doesn’t have to be costly. Changing the look of the brand’s logo and website are examples of some of the first steps a company can take. Another example is repositioning a brand to a different target market.
Fresh ideas create a strong brand image because they are impactful and memorable and a great way for brands to engage and impress their target audience.
Have any fresh ideas caught your attention recently?