The seven ages of brand
Brands with longevity go through seven ages from inception through expansion, acquisition and decline, to revitalisation, say Giles Lury of The Value Engineers and Sean Davey of Pollitt & Partners. Marketers need to recognise how these steps for brands differ from products/services and adapt brand strategy accordingly.
While the notion of a product lifestyle is well established, brands are more than a single product or service. As such, they exist to manage long-term value and are not superseded or replaced, but rather they have the...