We like to keep a periodic eye on the developments in the area of brand turnarounds. In many ways brand turnarounds can be viewed as being a bit like a visit to the operating theater of marketing: it’s a chance to get an inside look at what makes good branding and what makes weak branding. You can watch in real time as skilled operators try to perform open-heart surgery on a struggling brand. Read more
In the 1990s, I remember there was one particular fashion brand above all others that my friends coveted. Even owning one item from this brand was enough to give you a certain cachet. This brand was Tommy Hilfiger. Tommy Hilfiger has been through some tough times since then, but has recently had something of a renaissance. Our Inspirational Brand Turnarounds series has been one of our most popular. And it has been a while since we posted this topic, so we thought this would be the perfect opportunity to revisit it once again.
Sometimes, a business finds that it needs more than a rebranding, it needs a complete change of emphasis, a whole new strategy. Knowing you need to make a change is one thing, actually implementing it with success is another. Here we can learn valuable lessons from the examples provided by two major players in the social media revolution.
Old Spice used to be something we might buy for our Grandads as a stocking filler at Christmas. But since the tongue-in-cheek advert starring ex-NFL player Isaiah Mustafa their sales of Old Spice body wash rose 11%. The campaign has become a textbook case of the successful use of social media marketing. Read more
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