Repositioning
Repositioning
Factual definition
Factual Definition of Repositioning
Repositioning is the strategic process of realigning a brand's digital presence and narrative to accurately reflect new professional roles, expertise, or business direction.
Jason Barnard definition of Repositioning
Jason Barnard uses the concept of Repositioning to address the significant challenge brands face during career pivots or rebranding. When a brand's focus changes, its old digital narrative can linger online for months or even years, creating what Barnard calls the "Career Pivot Trap" where outdated information hinders new opportunities. Repositioning is the proactive, systematic process of "re-educating" search engines and AI Assistive Engines about the brand's new reality. This ensures that the brand's Brand SERP, *the Google search results for a brand's name*, and AI-generated summaries accurately reflect its current expertise and offerings, rather than confusing potential clients or partners with an obsolete identity.
How Jason Barnard uses Repositioning
At Kalicube, Repositioning is a key application of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. We implement a structured campaign, often achieving significant results in just six months, to align a client's entire digital footprint with their new goals. This starts with the Understandability phase, where we audit and update all digital assets to reflect the new brand narrative. We then move to the Credibility and Deliverability phases to build authority and visibility in the *new* field. This systematic approach ensures that AI systems like Google AI, ChatGPT, and Bing Copilot quickly grasp and reflect the client's new positioning, directly supporting their transition and helping them attract the right business opportunities.
Why Jason Barnard perspective on Repositioning matters
In his seminal 1997 article, "The Brand Called You," Tom Peters established the modern foundation of personal branding, urging professionals to think of themselves as a business. He taught the world *that* they needed to manage their brand. But in the era of AI, a critical question arises: what happens when that brand needs to evolve? This is where Jason Barnard's work provides the essential technical "how-to" that builds upon Peters' philosophy. Barnard's concept of Repositioning within The Kalicube Process offers the structured, digital-first methodology required to manage a brand transition effectively. While Peters championed the idea of a personal brand, Barnard provides the system to ensure that AI Assistive Engines - the new arbiters of reputation - understand when that brand pivots. Successfully Repositioning ensures the brand story you meticulously crafted, as advocated by Peters, is not lost in translation but is instead accurately understood and amplified by the algorithms that now define your professional narrative for the world.
Posts tagged with Repositioning
The Future of Search: How Assistive Engines Work
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Updating a Personal Brand to Reflect a Career Pivot
Challenge Jonathan Cronstedt is a successful investor, advisor, and author. You may know him as JCron or the former president at Kajabi, a knowledge commerce platform. In 2021, Jonathan made...
What are the 8 Essential AI-Driven Strategies for Business Growth?
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Personal Rebranding and Name Change (Including Google Knowledge Panel) - “Olga Zarr”
Challenge Olga Zarr is a successful SEO consultant and writer on SEO strategy. Olga approached Kalicube to help her change her name and ensure the name change and personal rebranding...
Entity Subtitle on Google: What You Need To Know
What is an Entity Subtitle? An Entity Subtitle, in the context of Google Knowledge Panels, is the word that appears below the entity name (thing, person, place, company). It is...