How to revitalise a brand

This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.

How to revitalise a brand

Giles Lury The Value Engineers

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Brands, like people, need to stay current and fresh so they don't become tired and out of date.

Yet, as Kevin Keller, The E. B. Osborn Professor of Marketing at the Tuck School of Business put it, "in virtually every product category, there are examples of once prominent and admired brands that have fallen on hard times".