Every case study sits with a specific brand and a specific strategic move. The brand agrees to be named where possible, is anonymised where necessary. The move is reported with the internal decision-making detail rather than in the post-facto narrative shape most industry case studies take.
A UK B2B software company found itself, over eight years, drifting into a category it did not want to compete in. The recovery: a positioning statement, three difficult removals.
The uncomfortable strategic decision to decline a customer segment that was margin-positive but brand-corrosive.
A UK boutique hotel operator abandoned "affordable luxury" after five years. What replaced it, and what happened to revenue.