Repositioning
Repositioning
Description
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.
The Repositioning definition
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digital narrative can linger online for months or even years, creating what Barnard calls the "Career Pivot Trap" where outdated information hinders new opportunities.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 definition
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 Repositioning matters to digital marketers
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
How to Stop Being Known for Your Past Success and Start Getting Recognized for Your Next Chapter
Case study: how Kalicube helped Jonathan Cronstedt shift the narrative in Google and AI Jonathan Cronstedt came to Kalicube with a problem many high-achieving executives face: past success was defining...
Why Jason Barnard is one of the world’s leading experts in Online Reputation Management in search and AI
When people talk about online reputation management (ORM), they usually think of traditional PR agencies scrambling to bury negative articles with dozens of blog posts or spinning up throwaway websites...
Who is Kalicube’s personal brand pivot optimization service for?
Kalicube®’s personal brand pivot optimization service is designed for ambitious professionals and entrepreneurs who are stepping into a new chapter - and want Google and AI to reflect who they...
Jason Barnard: How to Control Your Personal Branding and Online Narrative
About Jason Barnard: Jason Barnard is an entrepreneur, author, keynote speaker, and CEO of Kalicube®, a groundbreaking digital marketing agency based in France. Specializing in Online Brand Management, he excels...
Successful Rule Breakers: Jason Barnard Of Kalicube On How To Succeed By Doing Things Differently
Successful Rule Breakers: Jason Barnard Of Kalicube® On How To Succeed By Doing Things Differently Published on Medium December 03, 2024. Chad Silverstein One of my best unconventional decisions was to work...
Brand SERP Guy: Google Defines Your Online Presence & Strategies to Rank Your Website #1 on Google
Welcome to Podcast Gurus! Our guest today is Jason Barnard the CEO of Kalicube, and Podcast Host of Branded Search (and Beyond) Podcast. Jason is also a writer and a...
Brand SERP Guy: The Secrets to Dominating Google Rankings & SEO Mistakes to Avoid
Our guest today is Jason Barnard the CEO of Kalicube, and Podcast Host of Branded Search (and Beyond) Podcast. Jason is also a writer and a digital marketer known as...
Fastlane Founders and Legacy with Jason Barnard
Marketing Podcast “Branded Search (and Beyond) with Jason Barnard” is a leading marketing podcast series produced by Kalicube and hosted by The Brand SERP Guy, Jason Barnard.