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Marketers May Find Gold on the Old Brand Junk Heap

October 2009 Marketing

What do International Harvester, Fisher Body, Howard Johnson’s, E.F. Hutton, Mr. Donut, Statler Hotels, McCall’s and Marshall Field’s have in common? They are all magical brands of the past that sit on the junk heap of dead brands. Like products and product categories, brands follow a life cycle and eventually decline into oblivion. However, in some cases death may not be permanent and resurrection may be possible.

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The human endeavor survives through hope.

  1. It is possible to breathe new life into tired and nearly extinct brands.
  2. Restrain those discounts. Focus on your brand. What value does it represent?
  3. LinkedIn is helping turn personal economies around and, concurrently, is helping scores of companies anticipate the big rebound that can’t happen soon enough.
  4. Customers simply don’t have the excess revenue and income to spend on unnecessary benefits. Instead, focus on uncovering quality solutions which satisfy a targeted need at an appropriate price.
  5. Authenticity is everything.
  6. “Never give in. Never give in. Never, never, never, never–in nothing, great or small, large or petty–never give in, except to convictions of honor and good sense. Never yield to force. Never yield to the apparently overwhelming might of the enemy.” Winston Churchill.