One Minute Marketing Insight: Reframing (Video)

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Text follows:

  • Reframing is turning a weakness into a strength.
  • Quick example: you sell a product that costs a lot of money to make, and you charge a lot of money to purchase it. You position it as a premium product.
  • Reframing is not lying. Reframing is when you take a situation and you put it in the most positive light possible. 
  • It's really really important not to cross the line from reframing to lying, because lying is not only morally wrong, but it destroys your credibility. 
  • Another thing that people should be aware of is that sometimes an opponent will use selective truths to discredit a campaign, a person, and it's important to know how to put those truths in context. Putting truths in context is a form of reframing.
Have a good day.
Copyright 2017 by Dannielle Blumenthal, Ph.D. All opinions are Dr. Blumenthal's own. All rights reserved. Creative Commons CC0 photo via Pixabay.


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, and, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.