30 Brand Stories: The Good, The “Bad” and The Ugly
by Rob Wolfe – Connected Places Global
When it comes to brand success, some brands have retained their equity and connection with buyers for 150+ years, some brands have encountered obstacles but have rebounded through re-branding, strategic marketing or business model changes, and some have not been able to maintain their position or value proposition against stronger competitors and are doomed to enter the historical brand vault.
Following are 3 lists of 10 brands/companies each that are either making a comeback, have stood the test of time, or may not be around this time next year.
When considering these 30 brands and reading the accompanying articles (links provided), I challenge you to think about the following:
- What role has emotional connection with buyers (or lack of) played in each brand’s longevity, rejuvenation, or demise?
- What role has brand positioning or offering a unique value proposition versus the competition played?
- What role has product/service innovation played?
- What role has marketing innovation or re-branding played?
- What role has social engagement and interaction with buyers (or lack of) played?
The Good: 10 Brands Making a Comeback
Some of these may surprise you. Do you agree that these companies are worthy of the increasing brand sentiment?
- The Blue Cross Blue Shield Association
- Taco Bell
The “Bad”: America’s 10 Oldest Brands
Note: Of course, I’m using slang-uage here–with “Bad” meaning Great.
- Baker’s Chocolate
- Crane & Co.
- Schaefer Beer
- Poland Spring
- Scientific American
- Brooks Brothers
- Tiffany & Co.
- The New York Times
The Ugly: 10 Brands That Could Disappear in 2013
- American Airlines
- Current TV
- Research in Motion
- Pacific Sunwear (PacSun)
- The Oakland Raiders
What is your favorite brand and why?