Are you updating your brand? Because if you do not take good care of it ends up being repositioned by the market.
Take the case of Rider, for example. In the 90’s the slogan was “Give vacation for your feet.” The Rider was very successful then, but start getting older along with its public.
But so what? Finished? No! To rejuvenate the brand the company is now changing the positioning and focusing on different audience: males between 20 and 25 years. In addition, a few years ago, the slipper was used indoors or on the beach. Today is part of the urban universe and the current code of fashion.
Rider’s case shows how important it is to be able to recreate. When a brand gets older, the solution is a new position!