Learning from successful re-launches

Peter Field

When you read through the global case studies of successful brand re-launches it is impossible not to be impressed by the chutzpah shown by those concerned. Moreover, not all of these brands were in dire straits (as is often the case with re-launches).

DESPERATION?

Re-launching is not always the act of desperate people – some brands were simply judged to be capable of doing better. Also, it is a finding from the UK IPA data-BANK of 880 case studies that re-launches are more likely to produce very large business effects than less far-reaching marketing activity (such as brand repositioning and new ad campaigns).

The premise of this article, therefore, is that the lessons of successful re-launching are much more broadly applicable than merely to brands in extremis. Reviewing the re-launch case studies might help reinvigorate your brand too.