This week on Nerd Brand we are talking about resurrecting brands. Taking a brand that has been either on fumes or dead can be a huge challenge. Some don't even bother attempting it, most rather start fresh. A while back I was told that it's better to raise a baby than to raise the dead. Starting fresh allows more room to grow and redefine your brands message and mission.
Below is a brief synopsis of the show:
Don't be evil. Cheating Google is not cool. I was asked how to leverage how search works to manipulate the market. Honest question that was not aware that it's manipulation and not cool with Google. Thus evil.
1996 - Marvel is bankrupt and sells characters to pay bills. Sony got Spiderman, and Fox got X-Men.
late 2000's - Feige at Marvel tries to get Sony and Fox to easter egg Dr. Strange and Ironman to begin resurrecting Marvel.
2008 - Ironman was released.
2010 - Spiderman was cooked, and X-Men was confusing.
2017 - tables have turned, and Marvel is helping Sony resurrect Spiderman. Fox does X-men Day's of Future Past to correct franchise.
It's easier to raise a baby than to raise the dead.
Having said that, it is rare to see happen.
You can read here about 10 brands that made a return: https://www.ama.org/publications/eNewsletters/Marketing-News-Weekly/Pages/10-brands-that-came-back-from-the-dead.aspx