Three Of the Best Brand Comeback Stories Of All Time.

We’re surrounded by blue chip companies with powerful brands that demand attention. It’s no surprise that these big players do well, because they understand the importance of investing in their brands. Over time, they’ve cleverly developed their core brand values into what are now known as challenger brands – they’re happy to get themselves noticed and disrupt the normality. By doing this they build a strong brand loyalty amongst their customers which has helped them grow their profits and expand their business.

More recently, doing this has become even easier as the popularity of social media has meant that brands can interact with their customers in new and fun ways. Itis now easy to reach your audience at any time – and not just any audience, but a global one. A funny video or a well-timed tweet can have your audience captivated. And what’s more, so many of us share the things we like, so that funny video could actually end up going viral with new and unexpected audiences discovering your business every day.

The only problem is, today’s fast paced world is just that, fast. Things change, quickly. And for some companies, that initial wave of interest and customer engagement doesn’t always stick around for long. Consumers are fickle I’m afraid and are easily tempted by ‘the next best thing’. And unfortunately, that 'next best thing’ is likely to be just around the corner!

This is an issue for brands – and businesses – of any size.

The only way to overcome this is to ensure the brand you create and develop is built for longevity. Don’t be content with just an initial burst of branding magic. Your own challenger brand needs to begin with a strong core – start with why you do what you do as inspiration for your brand values.  You began your business because you were likely to be passionate about something, be it a product or a service. Combine this with your company’s unique selling proposition and add some creativity, for example, an engaging way to spread your brand message and connect emotionally with your customers.

With this authentic brand core in place don’t forget to now create a strategy that will ensure your brand continues to work hard for you - weeks, months, even years down the line.

Try to remember that your brand shouldn’t be a stationary thing. It will need to expand and change as the market shifts, or your customers’ needs change. You’ll need to be innovative and creative, looking at new ways to get your brand noticed and remain in the forefront of your customers’ minds. One thing is certain; the times will always change. So, make sure that whatever industry you are in, your brand stays relevant and, if possible, ahead of its time. Seek out opportunities to be unique and do things first, and don’t ever be afraid to change your strategy if it’s no longer working.

If you’re still unsure as to what we mean, let’s take a look at some of those bigplayers and how they have made their own brand comebacks over the years.

Apple v’s Nokia

Doesanyone remember Nokia? Only a few years ago they were a brand power player –when it came to mobile phones there really was no one better. Their phone designs were iconic and let’s not even start on that all familiar ringtone…

Atthe same time Apple weren’t necessarily doing so well. They had some success with their latest computers but their brand standing, and their products certainly weren’t rocking any boats. For a while they were close to going bankrupt. They desperately needed a new vision – across their products, services and brand.

Then, the smartphone happened.

Nokia remained comfortable and complacent. They thought that in their position as a market leader their products couldn’t be beaten. Apple however, turned their focus to producing sleek, smart and innovatively designed handsets and associated products. They added apps, internet and email access to their phones and they upped their brand game. This intrigued consumers and made sure that their newly designed products really turned heads. In what seemed like a matter of days, the iPhone was king and Nokia was nowhere to be seen.

The ‘new’ Old Spice

They say that ‘you can’t teach an old dog new tricks’ – but men’s well-known toiletries brand Old Spice showed us that you can. We all know of the brand, after all, it’s been around for 70 years. But it had become so dated that you’d be forgiven for assuming it was a product that only your father – or worse, your grandfather – would have sat on their bathroom shelf.

In the early 2000’s this changed however, when the brand took another look at their core values and reinvented themselves and their brand to offer a modern take on their well-established heritage. With new products ready to promote the brand launched a new ad campaign fronted by former NFL sportsman, Isaiah Mustafa. The ad challenged you to “smell like a man, man,” and was instantly loved by men and women alike. The new products gained interest too and quickly became in demand. Not sitting back on its heels, Old Spice launched further ads and videos, which made clever use of social media and included responses from prominent bloggers and celebrities.

Overcoming an unwanted reputation

Even if high fashion isn’t necessarily your thing, it is still more than likely that you have heard of luxury fashion brand Burberry. A British brand established nearly 150 years ago, the fashion house is probably most recognised for its trademark tan, red and black check patterning and their iconic trench coat.

These days we know the brand as a luxury fashion power player with a number of celebrities, and even royalty, clambering to be seen in the clothes. However, it wasn’t always like this. In fact, for many years the brand had developed a following of the wrong kind. Those trademark patterns and classic styles were now mainly being worn by gang members and hooligans. There was even a short time in England where some bars refused entry to anyone wearing the brand, due to its unwholesome reputation.

Burberry had had enough and realised they needed a new look and a new brand approach. Working with new and upcoming designers, Burberry put together a more modern collection of clothes, based on their classic styles and not discounting the tan, red and black patterning that was a distinct part of their heritage. To complement their new collection, creative heads at Burberry put together new ad campaigns featuring high profile celebrities such as model, Kate Moss and popular actress, Emma Watson.

The new look and feel was a hit and the brands reputation re-worked itself into theluxury fashion house that we know today.

What these stories tell us is that having a strong challenger brand at initial start-up is beneficial, but being able to manipulate and plan for the long haul can be the key to success. Being able to approach all your brand building marketing with innovation, authenticity and passion, means you’ll be rewarded with the level of customer engagement that is willing to be re-worked and expanded on as changes to the market demand it.

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