Brands - slash and burn

This week’s copy of Marketing has a feature article about when and why to kill a brand. A product that is departing to brand heaven is Lucozade’s Solstis. Others include Sony’s PDA, P&G’s Sunny D and Nestle’s Double Cream.

What is fascinating about the article’s explanation of why, when and how you chop a brand is an absence of any mention about the investment that has been made in getting the brand into the older person’s brand repertoire. I am being a tad cynical, but if we keep hearing the argument that it is difficult to get older consumers to change their brand allegiance then this must be factor to consider when a brand is killed? Strange it never gets mentioned. Dick Stroud: www.20plus30.com