The Teaching Company – Great Courses on Tape


How to reposition a direct response company in order to grow sales.


  • More precisely defined the target consumer (demographically and psychologically).
  • Leveraged the consumer insight that these consumers placed high value on an educational experience that provoked thought and discussion (non-passive).
  • Used key product features to reinforce new positioning: “Teaching that engages the mind.”


  • New positioning increased direct response 40%.

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