Building a brand with staying power: How Ford, ADT, Oreo, and IBM stay relevant in a challenging and dynamic era of marketing

This article summarises how the brands Ford, ADT, Oreo and IBM overcome challenges in marketing, providing tips on how to stay relevant and innovative.

The past two decades have seen a dramatic shakeup in business, as the digital revolution created new opportunities — and new challenges — for brands of all kinds. Longstanding stalwarts like Blockbuster Video, Woolworth's, and Nokia faded away as new disruptor brands like Tesla, Netflix, Dollar Shave Club, and Airbnb rewrote the rulebooks.

While some established brands were too slow to adapt, a select group of companies — including some of the oldest, most iconic brands in America — have not only survived the dawn of digital, but have come out stronger than ever. From Ford and ADT to Oreo...

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