Brand Revitalization: Making a brand relevant…again.

Strong, established brands can lose vitality because of a lot of different reasons: Shifts in the corporate structure and/or ownership can be distracting; Audiences and their habits can change making it challenging to remain relevant; Products and services can become obsolete or tarnished over time; The competitive landscape can become more challenging...etc. Brands that were once popular can slide into obscurity, and their value seriously diminish.

Just look at recent efforts from AOL, Yahoo and MySpace who are all trying to revamp their brands. And, outside of the internet/social media space, look at GM - which has emerged from bankruptcy to become the biggest IPO in US history. GM recently beat Ford Motor Co. and Chrysler LLC with a profit of $2.16 billion in Q3 2010 – and now the company is investing to be the first major U.S. automaker to design and manufacture electric motors.

On March 1, 2011 we will be discussing this very topic at the upcoming Liquid Brand Summit (www.liquidbrandsummit.com) in Palo Alto with Rosabel Tao, Sr. VP from MySpace - a brand that has seen its traffic and member numbers dwindle due to Facebook's growth, and has recently admitted that it's looking to sell off the troubled social network. "News Corp is assessing a number of possibilities including a sale, a merger and a spinout [sic]. The process has just started," Tao said in a recent interview.

In the meanwhile...we'd love to hear your thoughts about the best strategies and tactics for keeping a brand fresh, transforming relationships with consumers, and creating experiences that build relevance and loyalty.

Look forward to your comments.

Ciao!!!

Alfredo Muccino
Chief Creative Officer
www.liquidagency.com