Relaunching brands: How to stage a comeback

This article offers five lessons for relaunching brands, using examples from the 2014 IPA Effectiveness Awards winners.

Relaunching brands: How to stage a comeback

Bridget AngearAMV BBDO

Let's go back to 1968. Elvis Presley, despite huge success in both his music and acting careers, had seen his popularity wane in the past few years.

Since leaving the army in 1960, he'd been churning out commercially viable but musically uninspiring movie soundtracks which the public was beginning to lose appetite for. The arrival of fresh, authentic and cool bands such as The Beatles served to further position Elvis as over-produced, over-staged, and overblown.

In 1968 his manager Colonel Tom Parker fixed for him to take...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands