Tootsie

He was a struggling actor that couldn't find the right job because he argued with everyone he worked with. Becoming a women was the best thing that he could've done. He blew up on the director when he wasn't the ideal women for the acting position. He argued his defense and got a chance to read the script. Landing the job we got lost in the women's body and forgot that he was trying to help his friend get this role. "A repositioning is when a brand shifts its positioning in its market without making any overt changes to its physical identity. Although in appearances a repositioning may seem softer than a rebrand, it can have just as much impact. A repositioning can be a difficult tactic for a brand – while it may open the brand up to a new audience, it may also alienate its existing one", (page 62, How Brand Are Made). He branded himself as a great actor, but the constantly arguing wouldn't allow him to be hired ever. Landing a dream job is very hard, he was risking it all just to become an actor again. He has the ambition to act but he built a reputation that know one will ever hire him again. Also he is very good at networking, he had a party at his apartment that was attended by many upcoming actors, he got their numbers and promised to contact them. One thing that he did wrong was constantly arguing with directors that he was trying to pursue. "Brands often struggle with trying to be all things to all people. One simple story will help focus the aims of the brand or the brand project and create a single goal. Stories help create simplicity out of complexity by defining a single route through a maze of possibilities, and it is the designer who must translate the story into the visual element and execution" (page 75, How Brands Are Made).