As reported in Bloomberg BusinessWeek, athletic shoe brand Reebok, recently orphaned by Adidas, has a new owner: Authentic Brands Group, Inc. Authentic Brands is known for the rejuvenation of mismanaged, once wonderful brands.
Market disruptions happen when a brand refuses to play by the category rules. Netflix destroyed the video rental business. Uber threatens to do the same to the taxi industry. Books that are available in online form redefine how we acquire knowledge.
Brands are dynamic. Great brand leadership evolves brands in order for brands to stay relevant and differentiated in the customer’s mind. Just because a brand evolves to deliver its promise in a more relevant, differentiated manner does not mean the brand must change its name.
Technology brand-businesses are today’s most valuable, leading entities. According to the financial firm, Charles Schwab, Tesla, Apple, Amazon, Microsoft and Alphabet rule the roost. Were these brands the pioneers in their categories? Or, were these brands early leaders or followers? What does the success of our current brand-business behemoths tell us about making it for the long run? Just what does it take to go from an idea to powerful, valuable, great, enduring profitable brand-businesses?
The greatest challenge and greatest opportunity facing marketers today is how to sustain brand relevance and consumer delight.
