When I was a kid, I lived and died by when the newest ‘N SYNC and 98 Degrees CDs were coming out. My friends and I would argue over which Lachey brother was hotter (I was on Team Nick) and knew all the dance moves to the song “Bye Bye Bye“.
If you’ve read pop culture news lately, you’d know that 98 Degrees is working on a comeback tour with New Kids on the Block (anyone still in love with Jordan?) and Boyz II Men. Comebacks are tough. Remember when the Backstreet Boys tried it? How about Hanson? But what about Britney Spears or Betty White? Britney went from bald and broke to a judge on “The X Factor.” Betty White’s claim to fame was playing Rose from The Golden Girls until she hosted SNL in January 2010.
So what does it take for a brand to launch a successful comeback? How does a company that has been out of the limelight make themselves relevant again? Here are some examples of brands that did it the right way.
Apple
Sell and create products that are congruent with your brand identity.
It’s hard to believe that tech superstar, Apple, was once a struggling brand. However, in the 1990’s, the company’s popularity and sales hit an all time low. It wasn’t until Steve Jobs took over in 1997 that the brand began to make a comeback. The products he launched fit the message Apple wanted to convey – that they were a hip, user friendly and intuitive brand.
Marvel Comics
Reach out to a new audience.
The creators of X-Men, Spiderman and The Hulk filed for bankruptcy after several years of declining trading card and comic book sales. It wasn’t until the 2000 release of the X-Men movie that Marvel was able to launch a comeback, with the film raking in approximately $300 million in box office sales. After the film put Marvel back on the map, the company was purchased by Disney for $9 billion.
The Royal Family
Pick a representative who embodies what you want your brand to be.
After the death of Princess Diana, the Royal Family’s popularity took a serious hit. In 1994, only 48% of respondents polled said that they would be worse off without the Royal Family. By the Queen’s Diamond Jubilee in 2012, that figure had gone up 12 points. Diana brought a sense of worldliness to the people; a feeling that the family was in touch with the people around them. Unfortunately, that belief seemed to have died when Diana did. The resurgence in the Royal Family’s popularity is, for the most part, due to introduction of Kate Middleton. Her accessibility, style and upbringing as a commoner, makes the Royal Family appear more in touch with their subjects. The Duchess has helped the once antiquated brand see a dramatic rise in favorability.
The Pert Group has “the right stuff” to help your brand make a comeback or help you evaluate how to innovate your brand for maximum success. We bring confidence to your business decisions and move your brand from idea to ideal. Interested in learning more? Contact me, I’d love to talk to you!
Are there other key ingredients to staging a comeback? What other brands do you believe have successfully returned to the spotlight? Are you planning a night out to see “The Package Tour?” Maybe we’ll see you there!