Bringing Brands Back to Life
Zombie brands are easier to market to consumers because they're already known.
If the names Memorex or TDK ring a bell, they should. They were big brands back in the ’80s and ’90s — Memorex produced CDs, portable electronics and home entertainment; TDK created electronic products like EMC components, sensors and power supplies – and these brands died, so to speak. But now, these “zombie” brands are making a comeback.
And with the recent recession, there are more recent zombie brands that are making comebacks — Sharper Image, Circuit City and Brim, for instance. With new marketing teams in place, and for some, like Brim, new branding companies entirely (Kraft abandoned Brim, but River West Brands bought them), let the revival begin.
Why are zombie brands attractive? People already know the company and its reputation — including their taglines. This slashes marketing costs in half because the consumer awareness is already there.
Built-in success? Only time will tell, but the fact that some of these brands went bankrupt or out of business, but still stand a chance is a great lesson. In business coaching, there can be benefits to be found out of something seemingly negative. These zombie brands could find success again.
Business Coaching | Stephanie Sims | April 13, 2010
Brim, Business Coaching, Circuit City, consumer awareness, emc components, Marketing, Memorex, new marketing, sharper image, TDK, zombie
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