When brands die...

10/01/2024

What to look out for and how to prevent problems.

When you grow up as a child or teenager, you think that some brands will always be around. If they've been around for a while, they'll simply continue to be there in the future. Unshakeable and reliable, just like “Ahoi Brausepulver,” “ZACK,” “Mickey Mouse,” “Fix & Foxi,” “duplo,” or “Kinderschokolade.” But is that really the case? Not at all.

And later, when you get a little older and want to look at life with a little more wisdom (perhaps), you notice: No! Some brands are suddenly no longer there; they have disappeared, gone away, simply no longer exist. And if you're involved in communication, studying what's going on in that field, then you might ask yourself: Why is that? Let's take a look.

First of all: everything that communicates is, in principle, a brand. Because everything and everyone cannot NOT communicate. Remember? OK, let's continue.

Brand types according to their lifespan

The “eternal” brands...

such as “The Bible,” “the Pope,” ‘God’...
or “Paris,” “Picasso,” the “Pott” (with Bochum, Duisburg, Schalke, and so on)

They look indestructible, don't they? Well, even they can fall on hard times. But they have certain characteristics that have helped them survive so far: they have all created a “stable body of work.” This has earned them trust. They have clear principles. They give meaning and promise salvation: they will always be around!

But what if something starts to crumble here? Hallelujah! Then it's not just small houses that collapse, the whole mountain shakes, the earth trembles and threatens to sink. So caution is also advised here. Nothing lasts forever! Children of divorce know this very well.

The “short-term,” “zeitgeisty” brands

These are, for example, the completely “zeitgeisty” ones. Their humor and their name only work now and never again, e.g., ‘TEMPO’ (the magazine).
Or: their product only exists for a very short time, e.g., “Olympics 2024 Paris.”

They cannot or do not want to live long. They exist only in the here and now, but hopefully with the greatest possible impact. Before and after that, they have no chance. Their meaning does not endure; they promise maximum satisfaction only for NOW!

The “long-lasting” brands

“Coca Cola” ...
“Google,” “Amazon,” “Apple,” “Facebook” ...
“Volkswagen” or “Ferrari” ...
‘Marvel’ or “DC,” “Superman,” “Spider-Man,” “Batman,” or the “Avengers” (and many more)

What do they have that others don't? At least some of the characteristics of the “eternal”: a lasting promise of salvation, a lot of meaning and, as a result, the trust of their followers. But here, too, the question arises: if it's not eternal, how long will it last? Ask “Fanta.” Because now we're looking at these: ...

Brands whose cycle is coming to an end

such as the SPD (Social Democratic Party)
the FDP (Free Democratic Party)
the Greens

A tragic fate: forgetting your own principles? Nothing left to say? Completely wrong behavior? Simply losing sight of your (formerly loyal) users and their needs? It can happen. But there is always hope. If we remember what matters and what made us successful in the beginning: our brand essence. Our identity (which is a much better term because it is more complex and multi-layered)! And what could that look like today? Then maybe we can find a way out of this situation before it's too late.

But WHY??? Brands die because...

... they have nothing more to say

There is no point anymore. No reason. No benefit. No promise. No goal. No future. Not a single correct, relevant message left. In the beginning, everything was good. Then it was okay. Then it was satisfactory. But now it's over. Enough. Done. Finished.

... they no longer want to live

Just like people at the end of their lives, brands, companies, and institutions simply lack drive. They no longer have any DRIVE (sorry, that had to be said). Why should they do anything anymore, they ask themselves, either openly or secretly. Why get up in the morning, torture themselves, struggle?

You can tell by, for example, when a brand only refers to itself, revolves around itself, slowing down until it comes to a standstill. And then the heart stops beating, the organs fail. Exitus. Game over. Amen.

... they simply can't live anymore

Because they did everything wrong. Irreparable mistakes that will never be forgiven. Because they were too big or the remorse for them was too small and the anger of those around them became overwhelming. Because without their goodwill, their likes, their thumbs up, their little hearts or their hard currency, nothing works. If nobody wants you, what are you still doing here?

... their time has simply run out

Things are moving fast, and some brands just can't keep up.

Because they were only meant to be around for a short time anyway? That could be extended, but something would have to be done NOW and URGENTLY.
Because the drive, momentum, and further development are no longer there? Perhaps such characteristics were not in their DNA, or these brands are just going through a brief period of weakness, in which case they need the right DRIVE (there's that pun again, because yes, DRIVE helps)!
Because their answers, their language, their appearance are no longer in tune with the times? Then they urgently need a refresh! An upgrade of their entire appearance. And on top of that: contemporary and good answers to the questions that are being asked now! And that's where we come in. We don't just help you, we develop, formulate, and design it.
Because they lack the will to live? Because they've become complacent, self-satisfied, and content with the status quo? Start clearing out the clutter! Get rid of the junk! Tidy up your brand! Make everything new! Be ready to save the world again! And then just do it!

Brand, do you want to live forever?

Let's assume that many managers of most brands want their brands to continue for as long as possible. Then it is legitimate to ask how they intend to maintain this phase of life for as long as possible, ideally forever:

The right meaning: why should this brand still exist in five years? What role will it fulfill then, what benefits can it offer?
A strong foundation: a good basis. And: is the quality right?
Value for money is important! Not “cheap,” because ‘cheaper’ is always possible. You need to make a good living to be able to deliver quality. But don't get greedy; see the list of “cardinal mistakes.”
Listen to the people. Listen and understand. Talk to people, because without clients, there is no brand.
Stay fresh and renew yourself. Invest in your appearance and your demeanor, your language and your images, from time to time and from the ground up. Always dress nicely; better overdressed than underdressed...
Be positive! Have good messages. Talk about the future, protect the present, value the past. Be strong and believe in yourself so that others can too.