How to cope with aging brands

Aging brands generally suffer problems of relevance: as society evolves and tastes change, individual brands can fall out of favour with consumers.

How to cope with aging brands

Joseph Gelman Prophet

The story of brands getting old is a story of relevance. Individual brands, or even whole categories, that were once important for a particular consumer segment, become irrelevant as society evolves and tastes change.

In the past, one of the most common situations in which “brands aged badly” revolved around strong associations with national pride. Many brands, such as US automakers Ford and GM, once successfully owned this space. Over time, however, the kind of brand attributes that they were associated with lost their ...

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