The document discusses strategies for launching and revitalizing brands. It provides examples of how brands like AirTran Airways, Brita, Skil, and PotashCorp strengthened their positioning by better understanding customer values and perspectives through research. Focus groups and interviews revealed unmet needs that these brands could address to engage more loyal customers. For PotashCorp, the brand strategist traveled to learn how the company impacted local communities to inform its first sustainability report.