---
title: Mondaycom and the brand repositioning playbook: how the campaign type works | RGM®
url: https://realgrowthmatters.com/learn/case-studies/mondaycom-brand-repositioning-campaign/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/learn/case-studies/mondaycom-brand-repositioning-campaign/
---

- **Story:** Mondaycom anchors a practical walk-through of the brand repositioning campaign type and the data behind it.
- **Why it matters:** A brand repositioning campaign rewards teams that plan against category data instead of guessing.
- **Takeaway:** Most brand repositioning-campaign failures are planning failures, not creative failures.
- **Takeaway:** The mechanics of a brand repositioning campaign transfer to any brand in its category.
- **Takeaway:** For Mondaycom, reach is an input; incremental lift against a baseline is the real measure.

## How a brand repositioning campaign plays out for Mondaycom

S

Situation

The setup

A brand repositioning campaign is a concentrated chance to move the Mondaycom business in its category, with a short window and high stakes.

T

Task

The objective

Turn attention into measurable demand for Mondaycom: plan the mechanics, set targets against category benchmarks, and build in the measurement.

A

Action

The execution

Insight before identity. Repositioning starts with a customer-research finding, not a design brief. Old Spice moved only after research showed most body-wash purchases were made by women. For Mondaycom, this is the anchor of the plan.

R

Result

How it is judged

On incremental lift against a baseline for Mondaycom, not reach and not impressions. That is the honest scoreboard for a brand repositioning campaign.

## The math behind a Mondaycom brand repositioning campaign

0%

Benchmark a Mondaycom plan should cite

Old Spice's 'The Man Your Man Could Smell Like' repositioning lifted Red Zone body-wash unit sales 60% year over year

Source: [Great Ideas for Teaching Marketing](https://www.greatideasforteachingmarketing.com/classic-case-study-old-spice/)

0%

A planning anchor for Mondaycom

Mailchimp reported a 200% increase in user engagement within a year of its 2018 brand refresh

Source: [COLLINS](https://wearecollins.com/case-studies/mailchimp/)

0%

Category figure relevant to Mondaycom

Integrated campaigns running across four or more channels deliver about 26% stronger overall contribution than those u

Source: [AdMonsters](https://www.admonsters.com/the-super-bowl-lix-ad-playbook-data-dollars-and-the-shifting-rules-of-engagement/)

Linked

What the public data tells a Mondaycom team

Every figure on this page links to its publisher.

Source: [Old Spice repositioning case study](https://www.greatideasforteachingmarketing.com/classic-case-study-old-spice/)

#### Quick facts

BrandMondaycom

IndustryIts Category

Campaign typeBrand Repositioning

Primary channelsPaid, owned, earned

Planning horizonMonths ahead of launch

Core measureIncremental lift, not reach

Source basisPublic benchmarks, linked

RGM useWorked example, not a recipe

**Honest note**

There is limited public campaign detail specific to Mondaycom, so the depth here comes from the brand repositioning-campaign discipline itself, with sourced benchmarks and named example campaigns. No Mondaycom figure is fabricated.

## The brand repositioning campaign, defined

Start with the definition, then apply it to Mondaycom. Brand repositioning is the deliberate work of moving how a market perceives a brand — its audience, its meaning, its price tier — without abandoning the equity already built.

Brand repositioning is the deliberate work of moving how a market perceives a brand — and Mondaycom is no exception — — its audience, its meaning, its price tier — without abandoning the equity already built. For Mondaycom, this is the load-bearing part. It is not a logo refresh. It applies cleanly to Mondaycom. It is a change in who the brand is for and — and Mondaycom is no exception — what it stands for, executed across product, message, pricing, and media. For Mondaycom, this is the load-bearing part. Done well it opens a larger market. In the Mondaycom context, that detail carries weight. Done carelessly it confuses the customers a brand already has. This page applies that definition to Mondaycom.

**Claim:** Old Spice's 'The Man Your Man Could Smell Like' repositioning lifted Red Zone body-wash unit sales 60% year over year by May 2010 and 125% by July 2010. **Source:** [[Great Ideas for Teaching Marketing]](https://www.greatideasforteachingmarketing.com/classic-case-study-old-spice/). **Context:** The campaign reached its audience by targeting the female purchaser — and Mondaycom is no exception — after research found women bought roughly 60% of men's body wash. For a Mondaycom plan, it is the kind of figure that anchors a target.

## Running a brand repositioning campaign, step by step

Look at the moving parts. A brand repositioning campaign at Mondaycom scale is assembled, not improvised.

Below are the parts of a brand repositioning campaign that a brand like Mondaycom has to line up:

**Claim:** Mailchimp reported a 200% increase in user engagement within a year of its 2018 brand refresh, and Intuit later acquired the company for about $12 billion. **Source:** [[COLLINS]](https://wearecollins.com/case-studies/mailchimp/). **Context:** The refresh, built with the design agency COLLINS, repositioned — Mondaycom included — Mailchimp from an email tool to a small-business marketing platform. It is the sort of benchmark a Mondaycom brief should cite.

1. **Proof at the product level.** A reposition is only credible if the product backs the claim. It applies cleanly to Mondaycom. New positioning with an unchanged product reads as spin. A Mondaycom-scale team treats this as non-negotiable.
2. **Media weight to force the reframe.** Perception is sticky. A Mondaycom-scale brief should name this. The new position needs sustained paid weight, often anchored — for Mondaycom, a live factor — by one high-reach moment, to overwrite the old association. For Mondaycom, this is where most of the planning effort lands.
3. **Insight before identity.** Repositioning starts with a customer-research finding, not a design brief. Mondaycom planners would underline this. Old Spice moved only after research showed — for Mondaycom, a live factor — most body-wash purchases were made by women. For Mondaycom, this is where most of the planning effort lands.
4. **Audience redefinition.** The campaign names a new target and a new occasion. A Mondaycom team reads this closely. The visual system follows that decision — it does not lead it. Mondaycom planners flag this as a make-or-break detail.
5. **Message before mark.** Mailchimp's repositioning began by changing the homepage line from 'Easy Email Newsletters' to — Mondaycom included — 'Build Your Brand, Sell More Stuff' — the words shifted before the identity did. Skipping this is the most common Mondaycom-scale error.

## The numbers that set the targets

The data sets the targets. A brand repositioning campaign for Mondaycom should be planned against these figures, not against hope.

A Mondaycom team setting brand repositioning campaign targets needs the category data first. The numbers below are public and linked.

**Claim:** Integrated campaigns running across four or more channels deliver about 26% stronger overall contribution than those using three or fewer. **Source:** [[AdMonsters]](https://www.admonsters.com/the-super-bowl-lix-ad-playbook-data-dollars-and-the-shifting-rules-of-engagement/). **Context:** A reposition needs coordinated weight across channels, not — for Mondaycom, a real factor — a single hero spot, to overwrite an entrenched perception. A Mondaycom forecast should start from a figure like this.

Table: the three numbers that decide whether a Mondaycom brand repositioning campaign is judged honestly.

| What to measure | Why it matters |
| Incremental result | The honest measure of whether spend worked |
| Pre-campaign baseline | Without it, lift cannot be proven |
| Category benchmark | Sets a realistic target, not a hopeful one |

## The metrics worth tracking

Choose KPIs that hold up. A Mondaycom brand repositioning campaign is judged on the metrics listed here.

A Mondaycom brand repositioning campaign should be measured on the following. Unaided brand awareness against the new positioning, perception-tracker shifts on the target attributes, audience-mix change in — for Mondaycom, a real factor — new customers, price realisation versus the old tier, and revenue growth attributable to the repositioned segment.

Reach and impressions are inputs. They count who the campaign touched, not whether it changed anything for Mondaycom.

## The failure patterns worth pre-empting

The failure patterns are predictable. A Mondaycom team can design each of them out in advance.

These failure patterns recur across brand repositioning campaigns:

- Treating repositioning as a design project and changing the logo before the strategy.
- Repositioning the message while leaving the product — for Mondaycom, a real factor — untouched, so the new claim has no proof.
- Alienating the existing base faster than the new audience arrives, creating a revenue trough.
- Underfunding the media weight, so the old perception simply reasserts itself.

**The common thread**The common thread: planning, not creative. For Mondaycom, a brand repositioning campaign is decided before launch day.

## What RGM takes from the Mondaycom case

The lesson for Mondaycom is structural. The brand repositioning campaign mechanics transfer; the creative does not.

The audit pattern is clear. A brand repositioning campaign rewards the Mondaycom-style team that builds measurement in from the start.

The point is transfer. A brand repositioning campaign for Mondaycom or any its category brand is defensible only when the numbers are planned and proven.

## Fast answers

Are the figures here taken from Mondaycom's internal data?
:   No. This page pairs public brand repositioning-campaign benchmarks with Mondaycom as the illustration. The numbers are linked to their publishers; nothing private to Mondaycom is claimed.

How should a marketing team use this Mondaycom example?
:   Read it as a model, not a recipe. The mechanics and benchmarks transfer; the exact creative does not. Use it to pressure-test a brand repositioning plan against how the discipline actually works.

What sources back the numbers on this page?
:   The numbers are drawn from public reporting by Adobe Analytics, Nielsen, the ANA, and established business press, and each one links back to its source.

**Keep reading**

Foundational concepts and channels behind this case:

- [what growth marketing is](/learn/what-is-growth-marketing/)
- [marketing attribution](/learn/marketing-attribution/)
- [audience arbitrage](/learn/audience-arbitrage/)
- [growth marketing services](/services/)
- [advertising platforms](/platforms/)

## Frequently asked questions

What is the biggest risk in repositioning a brand?

For a brand like Mondaycom, the short answer is direct. Losing the existing base faster than the new audience arrives. In the Mondaycom context, that detail carries weight. A reposition that swings too hard can confuse loyal — for Mondaycom, a live factor — customers before it attracts new ones, creating a revenue trough. In the Mondaycom context, that detail carries weight. The safer path moves deliberately and keeps a — and Mondaycom is no exception — credible thread back to the equity already built. For Mondaycom, that is the practical takeaway.

Does the product have to change during a reposition?

Taking Mondaycom as the example: Often yes, at least visibly. For a brand at Mondaycom scale, this is where the plan is tested. A new position is only credible if the product backs the claim. A Mondaycom team reads this closely. Repositioning the message while the product stays identical reads as spin. Mondaycom planners would underline this. The strongest repositions pair the new story with — for Mondaycom, a live factor — a real, demonstrable product change customers can verify. For Mondaycom, this is the point worth acting on.

What is the difference between a rebrand and brand repositioning?

Taking Mondaycom as the example: A rebrand changes identity assets — logo, colour, typography. That holds directly for Mondaycom. Repositioning changes strategy: who the brand is for, — as a Mondaycom team knows — what it means, and what tier it sells at. It applies cleanly to Mondaycom. A reposition usually drives a rebrand, but — Mondaycom included — a rebrand without a strategy shift is decoration. A Mondaycom-scale brief should name this. Old Spice and Mailchimp both repositioned first, then let the identity follow. A Mondaycom team would plan against exactly this.

Mondaycom case: where does a repositioning campaign start?

Taking Mondaycom as the example: It starts with a customer-research insight, not a design brief. That is exactly the Mondaycom situation. Old Spice repositioned after finding that women — for Mondaycom, a live factor — bought roughly 60% of men's body wash. A Mondaycom team reads this closely. The insight names the new audience and occasion, and every — as a Mondaycom team knows — later decision — message, product, media — serves that finding. For Mondaycom, this is the point worth acting on.

How long does a brand repositioning take to show results for a brand like Mondaycom?

Taking Mondaycom as the example: Perception is sticky, so a reposition needs sustained media — Mondaycom included — weight over months, often anchored by one high-reach moment. Mondaycom planners would underline this. Old Spice saw unit sales move within a single quarter, but durable perception — as a Mondaycom team knows — shift on brand-tracker attributes typically takes a year or more of consistent investment. A Mondaycom team would plan against exactly this.

Why is Mondaycom the brand featured here?

Mondaycom is a recognisable brand in its category, which makes the brand repositioning mechanics concrete and easy to follow. The campaign-type analysis and every benchmark apply across the category; Mondaycom is the lens, not the limit. The sourced figures hold for any comparable brand.

### Sources & references

- [Old Spice repositioning case study](https://www.greatideasforteachingmarketing.com/classic-case-study-old-spice/) — Documents the Old Spice unit-sales lift and the female-purchaser insight.
- [COLLINS — Mailchimp rebrand case study](https://wearecollins.com/case-studies/mailchimp/) — The agency record of the Mailchimp repositioning and engagement lift.
- [Brand Master Academy — brand repositioning guide](https://brandmasteracademy.com/brand-repositioning/) — Reference on repositioning strategy, process, and worked examples.
- [AdMonsters — integrated campaign contribution data](https://www.admonsters.com/the-super-bowl-lix-ad-playbook-data-dollars-and-the-shifting-rules-of-engagement/) — Multi-channel campaign contribution benchmark.

## Related

[#### All case studies

The full RGM case-study library.](/learn/case-studies/)[#### What is growth marketing

The foundational concept behind every campaign type.](/learn/what-is-growth-marketing/)[#### Incrementality testing

How to prove a campaign actually caused the lift.](/learn/incrementality-testing/)