We all know the signs.

The market has stopped growing. Competition is intense. New brands are taking bites out of your share. The trade wants bigger discounts, more promotions. Your ad agency says the budget isn’t big enough. Media costs are up so you have to spend more just to stay even with last year.

You start to wonder. Perhaps the brand is “mature,” at the end of its “life cycle.” Maybe it should be “harvested.”

Sound familiar? It’s a scenario we’ve been called into time after time, in category after category. Our experience has taught us several things...

There is no such thing as a brand life cycle. Brands can be kept vital and growing and tired brands can be revived.

The ROI from established brands is usually far greater than that produced by new products.

There is a process, a discipline, and a way of thinking that increases the odds of discovering ways to leverage old brands to new growth.

Our approach is designed to do two things: determine the vitality of an established brand and, if it holds promise, define its equity and create strategies, programs and tactics to exploit it. The program blends two disciplines: quantitative analysis and creative reorganization. Together they give you a new way of looking at a brand and its category, adding a dimension that traditional methods of strategic planning are unable to provide.