Free Trial

Safari Books Online is a digital library providing on-demand subscription access to thousands of learning resources.

Share this Page URL
Help

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