--- title: How a brand repositioning campaign works, with Mural as the example | RGM® url: https://realgrowthmatters.com/learn/case-studies/mural-brand-repositioning-campaign/ updated: 2026-06-10 source_html: https://realgrowthmatters.com/learn/case-studies/mural-brand-repositioning-campaign/ --- - **Story:** Mural (visual collaboration platform founded 2011) continued competing with Miro 2023-2024. Strategic enterprise positioning. Through 2024 expanded AI features. Major collaboration platform challenge case. Lost ground to Miro and Figma FigJam in some segments. Mariano Suarez-Battan CEO. - **Why it matters:** Mural 2024 canonical case. - **Takeaway:** Strategic decision at scale. - **Takeaway:** Outcomes shape category. - **Takeaway:** Lessons apply broadly. ## Mural — the four-step story S Situation Situation Mural context. T Task Task Execute decision. A Action Action Mural action. R Result Result Mural outcomes. ## Mural by the numbers 0 Action year Timeline Source: Records 0 Mural Subject Source: Records 0 Significance Industry Source: Analysis #### Quick facts BrandMural 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 Mural, so the depth here comes from the brand repositioning-campaign discipline itself, with sourced benchmarks and named example campaigns. No Mural figure is fabricated. ## The brand repositioning campaign, defined Start with the definition, then apply it to Mural. 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 — for Mural, a live factor — — its audience, its meaning, its price tier — without abandoning the equity already built. A Mural team reads this closely. It is not a logo refresh. Mural planners would underline this. It is a change in who the brand is for and — Mural included — what it stands for, executed across product, message, pricing, and media. Mural planners would underline this. Done well it opens a larger market. A Mural-scale brief should name this. Done carelessly it confuses the customers a brand already has. This page applies that definition to Mural. **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 Mural is no exception — after research found women bought roughly 60% of men's body wash. A Mural team would treat this as a planning reference, not a guarantee. ## Running a brand repositioning campaign, step by step These are the components a Mural-scale team has to coordinate for a brand repositioning campaign. A brand repositioning campaign is an operating system rather than a single asset. For Mural, these parts have to work together: **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 — Mural included — Mailchimp from an email tool to a small-business marketing platform. It is the sort of benchmark a Mural brief should cite. 1. **Proof at the product level.** A reposition is only credible if the product backs the claim. A Mural team reads this closely. New positioning with an unchanged product reads as spin. This is the part Mural cannot afford to improvise. 2. **Media weight to force the reframe.** Perception is sticky. That holds directly for Mural. The new position needs sustained paid weight, often anchored — and Mural is no exception — by one high-reach moment, to overwrite the old association. This step decides how the rest of the Mural plan holds up. 3. **Insight before identity.** Repositioning starts with a customer-research finding, not a design brief. Mural planners would underline this. Old Spice moved only after research showed — Mural included — most body-wash purchases were made by women. For Mural, this is where most of the planning effort lands. 4. **Audience redefinition.** The campaign names a new target and a new occasion. A Mural-scale brief should name this. The visual system follows that decision — it does not lead it. Mural would budget real time against this. 5. **Message before mark.** Mailchimp's repositioning began by changing the homepage line from 'Easy Email Newsletters' to — for Mural, a real factor — 'Build Your Brand, Sell More Stuff' — the words shifted before the identity did. Skipping this is the most common Mural-scale error. ## The numbers that set the targets Read the numbers first. Public benchmarks set the realistic range for a brand repositioning campaign at Mural before any creative work. For Mural, the reference points for a brand repositioning campaign come from public its category benchmarks, not internal optimism. **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 — and Mural is no exception — a single hero spot, to overwrite an entrenched perception. For a Mural plan, it is the kind of figure that anchors a target. Table: the three numbers that decide whether a Mural brand repositioning campaign is judged honestly. | What to measure | Why it matters | | Pre-campaign baseline | Without it, lift cannot be proven | | Category benchmark | Sets a realistic target, not a hopeful one | | Incremental result | The honest measure of whether spend worked | ## Which KPIs decide the verdict Choose KPIs that hold up. A Mural brand repositioning campaign is judged on the metrics listed here. A Mural 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 Mural, a real factor — new customers, price realisation versus the old tier, and revenue growth attributable to the repositioned segment. Impressions describe scale, not effect. A Mural team serious about a brand repositioning campaign reports lift against a baseline. ## Common mistakes and how to avoid them Failure has a shape. For Mural, the four errors below are the ones worth pre-empting. A Mural-scale team should design around these recurring errors: - 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. - Treating repositioning as a design project and changing the logo before the strategy. - Repositioning the message while leaving the product — for Mural, a real factor — untouched, so the new claim has no proof. **The pattern**Notice the shape. None of these is a creative failure. They are planning failures, and a brand repositioning campaign is won or lost before the first asset ships. ## How RGM reads the Mural example If a Mural team keeps one thing: borrow the brand repositioning campaign structure, not the specific execution. What we see in audits: a brand repositioning campaign succeeds when a team like Mural's plans it as engineering, with baselines and targets, not as a habit. The Mural example is therefore a template. Its mechanics fit its category broadly; its measurement logic makes a brand repositioning campaign something a team can stand behind. ## Fast answers Does this page report private Mural campaign numbers? : No. The figures are public industry benchmarks for brand repositioning campaigns, each sourced and linked. They show how the campaign type works, set against the Mural context. Any number that is not publicly sourceable is left out or marked as RGM analysis. What should a team take from this Mural brand repositioning case study? : 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. Where do the statistics in this case study come from? : Each figure carries a fact-atom linking its publisher. Sources include Adobe Analytics, Nielsen, the Association of National Advertisers, and major business press, so every claim can be checked. **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? Losing the existing base faster than the new audience arrives. Mural planners would underline this. A reposition that swings too hard can confuse loyal — and Mural is no exception — customers before it attracts new ones, creating a revenue trough. That is exactly the Mural situation. The safer path moves deliberately and keeps a — for Mural, a live factor — credible thread back to the equity already built. The same logic holds for any its category brand, Mural included. Does the product have to change during a reposition? Here is how this applies to Mural. Often yes, at least visibly. Mural planners would underline this. A new position is only credible if the product backs the claim. That holds directly for Mural. Repositioning the message while the product stays identical reads as spin. Mural planners would underline this. The strongest repositions pair the new story with — Mural included — a real, demonstrable product change customers can verify. For Mural, this is the point worth acting on. What is the difference between a rebrand and brand repositioning? For Mural and comparable its category brands, this is the answer. A rebrand changes identity assets — logo, colour, typography. A Mural team reads this closely. Repositioning changes strategy: who the brand is for, — as a Mural team knows — what it means, and what tier it sells at. It applies cleanly to Mural. A reposition usually drives a rebrand, but — Mural included — a rebrand without a strategy shift is decoration. A Mural-scale brief should name this. Old Spice and Mailchimp both repositioned first, then let the identity follow. Where does a repositioning campaign start? Taking Mural as the example: It starts with a customer-research insight, not a design brief. It applies cleanly to Mural. Old Spice repositioned after finding that women — Mural included — bought roughly 60% of men's body wash. A Mural-scale brief should name this. The insight names the new audience and occasion, and every — as a Mural team knows — later decision — message, product, media — serves that finding. A Mural team would plan against exactly this. How long does Mural repositioning take to show results? Perception is sticky, so a reposition needs sustained media — as a Mural team knows — weight over months, often anchored by one high-reach moment. That holds directly for Mural. Old Spice saw unit sales move within a single quarter, but durable perception — and Mural is no exception — shift on brand-tracker attributes typically takes a year or more of consistent investment. Why does this case study use Mural as the example? Mural 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; Mural 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/)