With an MBA from the University of Chicago Booth School of Business, Gregory Butz of Glenview, IL is the former vice president of Wire Stone, IL. A resident of Saratoga Lane in Glenview, Illinois, Gregory Butz is an innovator and creative brand builder and has helped develop effective brand repositioning strategies.A step that is done by companies to keep up with their customer's preferences and needs, brand repositioning refers to a process where a company makes changes to a brand's status in the marketplace. To implement brand repositioning, it is crucial for a company to choose a strategy that will be determined by the main purpose or focus. For instance, the main focus could be other businesses (building a new identity), customers (enhancing customer engagement), or the general public (participating in social responsibility). While the aforementioned are the primary focus of brand repositioning, a company can reposition a brand to address more specific concerns such as:1. A Diminishing Brand: When a brand is starting to become irrelevant or lacking essence, it could be helpful to change the brand into something more engaging. This also helps maintain operation when a business section is dying instead of closing down.2. Product Evolution - It could be necessary for a company to change its brand when the company adds an entirely new product that does not fit in with the existing product line or when a new feature is added to existing products.3. Changing Target Market - This is the case when the target audience is changing. For example, new cultural trends can change customers' lifestyles. Another example is when target customers have grown up and no longer use the product. Repositioning could be necessary to address these challenges.
Gregory Butz is a well-established Glenview, IL, advertising and marketing professional with experience at such iconic firms as BBDO, DDB, and PepsiCo, provides client-centered solutions as Serta Simmons Bedding vice president. Among Gregory Butz’s areas of focus is the intersections between technology and results-driven marketing. One area of major industry concentration is on artificial intelligence (AI) and the use of big data in constructing rapid, actionable responses. With real-time assessment of campaign performance in place, AI technology provides a strong measure of user interest and sentiment. With this information, spanning devices and customers, adaptive campaign strategies can be set in place that seek out results. The information garnered is not limited to clicks and scrolls, as in the past. Through the use of next-generation audio and facial recognition technologies, more sophisticated metrics are employed in gauging consumer sentiment. This holds the possibility of locking in optimal marketing choices, given well-defined and evolving user demographics. In addition, social media provides unprompted user data that is of high value and can be used to customize marketing approaches. The end result is a maximization of marketing pay and the highest possible number of views and interactions by people who matter to the company bottom line.
