5 Remarkable Brand Comebacks
We’ve heard a lot about Old Spice recently, and how a clear vision along with a bit of creativity can help breathe new life into a struggling brand that has seen better days. Here are five that have, to one degree or another, managed to climb out of the branding abyss and reclaim the hearts and minds of customers.
Apple Computer
Yes, today’s jewel of the technology world was not always on such stable footing like it is now, following the great success of the iPod, iPhone and now the iPad. Back in 1985, founder Steve Jobs was ousted and the company began a downward spiral until around 1997, when Jobs was brought back as interim CEO. Oddly enough, a $150 million investment from Microsoft helped the company chart a new course, streamlining their product lines and offering exciting new innovations that have repeatedly set the mark for all others to imitate. Today, the Apple brand is one of the most revered in the world, in any industry.
Lacoste
The brand that brought together tennis and crocodiles is one of the world’s most recognizable, but can you believe it was once owned by General Mills? Founded in 1933 by René Lacoste, the company expanded for decades, was sold to General Mills in 1969, and reached the height of popularity in the 1980s when it became the signature “preppy” brand. While it may be hard to imagine one company marketing Cheerios and high-end apparel at the same time, General Mills ownership continued until 1992. By then the brand had been rebranded as Izod and had taken a dive in popularity so the company sold it back to the French, who let it languish in the U.S. for the next 10 years. In 2002, a serious rebranding effort was begun under former Levi Strauss executive Robert Siegel, who has managed to bring luster in the form of luxury back to the old brand, making it popular with young people once again.
Continental Airlines
While Southwest Airlines gets all of the the attention, Continental has quietly taken its place among the airline industry’s leaders in customer satisfaction. Not bad for a company that has faced a great deal of trouble in the past due to management mistakes – notably taking their eye off the ball where their customers were concerned and letting quality levels drop. In 1994, the company hired new CEO Gordon Bethune who promptly created the “Go Forward Plan” which repaired trust and greatly improved employee morale. Since then Continental has managed to remain relatively stable in a very turbulent industry.
Ford Motor Co.
While this choice may be premature, Ford has emerged from the bailout debacle as the one U.S. automaker that many seem to agree doesn’t suck, possibly because it is the only one of the three that managed to avoid a government-funded bankruptcy last year. Under its new leadership, Ford is cutting back brands and focusing on smaller cars, turning away from the Sports Utility vehicles that have long dominated the U.S. market. While the company is not expected to turn a profit until next year, recent models have created a good amount of buzz. It remains to be seen whether this iconic American brand can ride the wave and return to its former greatness, but many signs indicate it has made a good start.
Pabst Blue Ribbon
This classic working class brew may never again reach its pinnacle of 18 million barrels sold in 1977. But though sales steadily declined after that high-water mark (less than 1 million barrels in 2001), the beer has found a home, settling nicely into its new niche with urban hipsters who like the brand’s mix of authenticity and cheap price. Sales have steadily increased in recent years, and though Pabst is merely a blip next to some of the major brands on our list, its impact on American pop culture can’t be denied.
What are some brands that you would add to this list?
