21 THE LAW OF MORTALITY
No brand will live forever. Euthanasia is often the best solution.
While the laws of branding are immutable, brands themselves are not. They are born, they grow up, they mature, and they eventually die.
It’s sad. Companies are willing to spend millions to save an old brand, yet they resist spending pennies to create a new brand. Once you understand the nature of branding, you’ll know when it is time to let your old brand die a natural death.
Opportunities for new brands are constantly being created by the invention of new categories. The rise of the personal computer created opportunities for Compaq, Dell, Intel, Microsoft, and many other brands.
But the rise of the personal computer also put pressure on established ...
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