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Apr 12th 2014 | The Economist | Schumpeter.

Reviving old brands sometimes makes more sense than creating new ones.

companies often discard brands that contain plenty of what marketers call “equity”. In plain English, ones that people still remember fondly. Healthy brands can be sacrificed on the altars of corporate takeovers and restructurings....The second reason is that reviving an old brand often beats spending months and millions on creating a new one, with a lower risk of failure. If something has worked before there is a good chance that it will work again. Old brands come with ready-made logos, slogans, jingles and memories.
brand_equity  brands  branding  orphan_brands  rejuvenation  goodwill  symbolism  jingles  logos  slogans  memories  culling 
april 2014 by jerryking

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