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09 Rebranding failures - Pg. 153

153 Chapter Nine Rebranding failures B rands, like people, have a fear of the ageing process. They don't want to grow old, because growing old means growing stale and once a brand has become old and stale it is as good as dead. So how do brands delay the ageing process? Like people in the same situation, brands facing their mid-life crisis resort to drastic measures in order to stay young and relevant. Typical methods include