The British brand “Get Wonky” started out with a great purpose but a poor positioning and branding. In fact, the company takes flawed fruits and vegetables -i.e. fruits and vegetables that are perfectly fine to eat but do not look “the part” and therefor would be wasted – and transforms them into delicious cold-pressed juices. In the process, the company wants to educate people about the food waste problem, a noble endeavor.
However, an increasing number of competitors (especially retailers) also started to claim to be “wonky”. As a result, differentiation started to erode, growth and distribution started to stagnate, and investors started to become more hesitant to invest in the company’s future growth. Plus the name “Get wonky” put the emphasis on the imperfection of the fruits and veggies rather than the fact that these product were perfectly delicious to eat.

The brilliance of the repositioning and rebranding was that the company decided to fully embrace the products and category’s inherent weakness (flawed fruits and vegetables) and turn it into something positive (awesome) by choosing a name that would express this: Flawsome. In addition to its new name and positioning the whole brand was redesigned.

The results speak for themselves: sales increased by 540% post-redesign (no advertising or promotion was used to support the relaunch) and the number of distributors willing to list the brand tripled. Obviously, the brand also received a lot of buzz which I am sure raised awareness levels.
Embracing a perceived negative and turning it into a positive is one of the 26 proven effective positioning strategies we explore in our positioning development methodology and a highly effective way to re-position and grow a brand. The other interesting lesson here is about the power of branding. In fact, Flawsome didn’t spend any money on advertising and promotions for the relaunch and instead just benefitted from the buzz its repositioning and rebranding created.
SIGN-UP FOR MY NEWSLETTER TO KEEP UPDATED
ADDITIONAL RESOURCES:
GO BACK TO 'FUNDAMENTALS” for more articles about brand strategy, brand positioning, customer insights, and creative problem-solving.
Learn everything there is to know about brand position development and become more “brand positioning fluent” than 99% of the marketing community with my online course “The Art & Craft Of Brand Positioning Development”. Learn what it is, how to set objectives for your positioning, how to segment your consumers, how to create genuinely differentiating and distinctive positioning statements, sources of brand positioning, how to assess, evaluate, and improve existing positioning statements (with examples), and learn what mistakes to avoid.
Do you just want to learn the basics of brand positioning development? Check out the award-winning “Brand Positioning Workbook: A simple how-to guide to more compelling brand positioning, faster”. Available on Amazon around the world. (RAISE the prices again?)
Working solo on a brand positioning project or preparing a positioning workshop? Check out the best-selling Brand Positioning Method Cards for guidance and inspiration.
Interested in insights and how to generate them instead? Then the Aha! The Indispensable Insight Generation Toolkit might be for you. Available as a set of method cards in the US and as a Kindle document outside the US.
Need an expert team to help you position or re-positon your brand and identify new growth opportunities? Then reach out
Alternatively, you may want punctual advice, feedback, and inspiration without hiring a consulting team. Then, book an hour of coaching with me.
Leave a Reply
You must be logged in to post a comment.