That's an interesting article from Sean Miller about the life cycle of the brand and their managements. He's simpley asking that; If a brand changes its core offering and marketing approach gradually to the point where nothing of the original remains, is it still the same brand? Here's the Sean's approaching;
For marketers with a head for brands, the idea of start-up-like shifts raises a question: if a brand changes its core offering and marketing approach gradually to the point where nothing of the original remains, is it still the same brand? Will a state of constant reinvention leave your brand adrift at sea?
Some insight on this dilemma can be found in an ancient Greek paradox called "The Ship of Theseus." As a memorial to King Theseus, his ship was maintained for hundreds of years. Its rotting planks were gradually replaced until none of the original wood remained. Without any of the original components, was it still considered The Ship of Theseus?
From a brand perspective, the answer is often yes. Remember when the Hostess company - and its beloved Twinkie - closed its doors in 2012?
The organization failed, but nostalgia for the brand brought it back. It's now under new management with an entirely new factory, distribution process, and consumer target. And it's become a $2 billion company. Few of the original pieces remain, but the Twinkie lives on. The full article is here.
what? ySense! yeeah!
For marketers with a head for brands, the idea of start-up-like shifts raises a question: if a brand changes its core offering and marketing approach gradually to the point where nothing of the original remains, is it still the same brand? Will a state of constant reinvention leave your brand adrift at sea?
Some insight on this dilemma can be found in an ancient Greek paradox called "The Ship of Theseus." As a memorial to King Theseus, his ship was maintained for hundreds of years. Its rotting planks were gradually replaced until none of the original wood remained. Without any of the original components, was it still considered The Ship of Theseus?
The organization failed, but nostalgia for the brand brought it back. It's now under new management with an entirely new factory, distribution process, and consumer target. And it's become a $2 billion company. Few of the original pieces remain, but the Twinkie lives on. The full article is here.
what? ySense! yeeah!
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