Put a new shine on your brand

Rob O'Regan

Reinventing brands, including long-established offerings, has become increasingly common in the 'age of consumer empowerment'.

Put a new shine on your brand

Rob O'Regan

Irrelevant. Indistinguishable. Disconnected.

When describing a brand, these terms are enough to make any marketing executive break into a cold sweat.

Applied to an established brand, the words signal an ominous shift away from whatever made the brand resonate in the first place – a loss of purpose, if you will.

In today's environment – call it the Age of Consumer Empowerment – such a loss can occur with startling velocity. “With established brands, it's easy to become a bit lazy and keep hammering the same message,” says Hayes Roth, chief...

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