Brand

As adults, we realize how different our world is today from that of our parents. And theirs from their parents. And there’s nothing like generational differences to kill off brands that don’t stay relevant with each new generation.

A critical aspect of marketing is making sure that a brand stays relevant to each new generation.

I guess I can say now that I’ve seen it all. It was a big social step when New York City started giving away millions of condoms every year. But a recent story in the New York Times took things up another notch. 

Vladislav Kochelaevs / fotolia.com

If you need one more sliver of evidence of the value of brand equity, consider Firestone. 

goodluz / fotolia.com

The "Avis: We-Try-Harder" campaign has identified the brand for fifty years in a category with no other indelible advertising identity. 

“Change” is a powerful word.