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There's an overlooked science to revitalizing mature brands. Here's what you'll need: 1. A Framework for revitalization 2. A method of accelerating usage 3. Using laddering to find leverage points 4. Prototyping new brand champions 5. Leveraging Inside Sources |
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Revitalizing Brands |
Make Old Brands New |
New Uses for Old Brands |
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A framework you can use to revitalize old brands. While aimed mainly at packaged goods, it has broader relevance also.
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From American Demographics, here's a punchy easy-to-read article on how to find the secret keys that can make old brands new.
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Consumable products -- like foods, cleaners, and personal care products -- should be consumed. Here's how new uses can accelerate their use and prevent their waste.
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1. Laddering finds the leverage pointsLaddering uncovers the secrets of brand champions . . . and how to best spread the word
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2. Prototyping brand champions can lead to new onesPrototyping existing Brand Champions will help you discover how to find the latent next wave of champions out there
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3. How to find inside revitalization ideas from Inside SourcesHere's the perfect way to locate and leverage inside sources of brand champion insights
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