“To bulid a brand from scratch is a tough ask”
Andy Milligan, founder of The Caffeine Partnership, on why if logically seen, reviving dormant brands under certain conditions is an easier challenge
“most Dormant brands have equity or value”
Phillip Davis, president, tungsten marketing, on why it is important to first differentiate between ‘dead’ and ‘dormant’ brands before planning a revival
“No brand is immune from a brand shake-up”
Karen post, Branding expert, international speaker and author, introduces the seven game changers that can affect brand turnarounds
“It’s easier to resurrect old brands than create new ones”
Liz goodgold, International Branding Coach, on how rechristening old brands while keeping their values intact will do the trick for brand resurrectors
“Living brands can learn much from zombie brands”
Lisa orrell, Branding & Marketing Expert, on what current brands can learn from dead ones and how social media can help marketers save old...
“A ‘failed brand’ is like a Dead Brand Walking!”
Mary Van de Wiel, CEO of ZingYourBrand.com & Creator of NY Brand Lab, on why great brands are led by great leaders and why...
“Most firms kill brands when they don’t need to”
Peter Fisk, Founder & CEO, GeniusWorks, on why companies need to increasingly manage their portfolios of brands and products
International Curry
Some international campaigns succeed in creating momentously historic landmarks in the global advertising playfield. 4Ps B&M brings to you a review of one such...
“Brand buyers must study what killed a dead brand”
Dr. Frank-Jürgen Richter, Former director of the world Economic forum, on the secrets of revival: understand, believe and work on the brand name
Marketers, meet the Zombies. Zombies, meet the marketers. Now get along.
Dead and dying brands have an advantage. They come with an imaginable level of appeal. Most of these brands are better alive and walking....
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