Making a brand relevant…again. The fine art of revitalization.

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The information/internet age has redefined the way we perceive, interact and evolve with large brands in “real time” - today’s hottest new thing, tomorrow’s cold coffee. Today’s brands face challenges everyday: The competitive landscape can become difficult to navigate; shifts in the corporate structure and/or ownership can be chaotic; audiences and their habits can change making it challenging to remain relevant; products and services can become obsolete or tarnished over time. Simply put, a brand now has to exist and thrive amidst continuously changing platforms and preferences. Established brands are capable of losing their vitality because of this transient landscape.

But, we have seen recent efforts from AOL, Yahoo and MySpace who have revamped their brands through successful experiential design campaigns. Even GM, has emerged from bankruptcy to become the biggest IPO in US history.

So…what are the tell-tale signs for a revitalization effort? How does one go about the task of reinvigorating a brand whose luster has faded? How do brands stay relevant with their audiences? What do you think the best practices for reinvigorating brands-at-risk. What are tactics for keeping a brand fresh, transforming relationships with consumers, and creating experiences that build relevance and loyalty?

Your thoughts and ideas are welcome.

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