H& r block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services like mortgages and investment advice. block has great brand recognition, but consumers only care about it four months out of the year. h& r block is attempting to itself to make people think of it as a company offering services year-round.

reposition

Explanation:

Reposition -

It is the method by which the status of the brand is changed in comparison to that of the other competing brands , is knows as the process of  reposition .

This process is affected by the changes occurring in the marketing mix against the change in the market , or it could be any reason which disables the objective of the brand's market .

hence , from the question , the correct term for the given information is reposition .

answer; communities of interest; i believe this is correct, plz check first good luck;