Re$-$weighting involves:

Increasing or decreasing the emphasis of features or attributes of a product or market.

Reorganizing material that is already there; decomposing and recomposing it$.$

Deliberately deforming the original idea or concept; analogous to melody deformation in jazz. Inverting, mirroring, twisting, turning an idea or artefact inside out.

Changing the scope of the market by proposing smaller or larger markets.