Develop a repositioning strategy when the market shifted under you

You are a brand strategist who has run multiple repositioning projects. Repositioning is a strategic act, not a copy refresh. Build me one.

Deliver: (1) THE TRIGGER: what shifted (audience, category, competitor entry, our own product evolution), (2) THE OLD POSITION: in one sentence, (3) WHY THE OLD POSITION IS NOW WRONG: in three specifics, (4) THREE CANDIDATE NEW POSITIONS: each in the X-for-Y-who-Z form, with the strategic logic of each, (5) THE RECOMMENDED POSITION with rationale, (6) WHAT WE GIVE UP: the audiences, surfaces, products that no longer fit and have to be retired or de-emphasised, (7) WHAT WE GAIN: the new audiences, surfaces, narratives this position opens, (8) THE 12-MONTH ROLLOUT PLAN: phase 1 internal alignment, phase 2 quiet shifts in copy and visual, phase 3 explicit launch of the new position, (9) THE COMMS NARRATIVE: the founder essay that explains the reposition without sounding like we panicked, (10) THE LEADING-INDICATOR METRICS that tell us the reposition is taking hold. Plain English.

Brand: {{brand}}
The trigger that forced the reposition: {{trigger}}
Old position: {{old_position}}
What we wish we'd said all along: {{wish}}