6 BRANDS WHOSE LEGACY COULDN’T BE SAVED
09 August 2024
Written by Omneya Nabil
I once bought a cropped cardigan that was knitted in my three favourite colours: white, blue, and navy.
That was 28 years ago—when I was in Year 8 at school.
I still have it (for some unknown reason), but it obviously doesn’t fit me anymore.
Anyway, that cardigan lasted through many winters and many memories, just like many brands have.
But, unlike my cardigan, other brands have dwindled into oblivion because of bad business decisions (and marketing efforts that have gone wrong).
Here are six examples of brands whose legacy couldn’t be saved from failing.
1. Sears
Sears failed to update its brand and marketing strategies in line with the growth of e-commerce. It continued to focus on traditional advertising instead of digital marketing and online shopping experiences. And it missed out on opportunities to engage with its customers on social media, which left it lagging behind competitors like Amazon and Walmart.
2. RadioShack
RadioShack was once a go-to destination for electronics enthusiasts. However, its marketing efforts failed to evolve with the changing market. Its ads remained nostalgic and out of touch. For example, the “It Can Be Done, When We Do It Together” campaign, despite being meant to revive the brand, failed to resonate with the younger, tech-savvy audience.
3. Toys “R” Us
Toys “R” Us struggled to compete with the convenience and competitive pricing of online retailers like Amazon. Despite having a strong brand identity, it missed opportunities to innovate and create unique online and in-store experiences that could have drawn customers in. Its marketing also lacked engaging content on social media to drive awareness and bring back loyalty.
4. Blockbuster
Blockbuster’s reluctance to shift its marketing focus from physical rentals to digital offerings was a grave mistake. The brand continued to invest in traditional store-based marketing, ignoring the growing demand for streaming services. Failing to recognise the significance of Netflix’s subscription model and streaming technology ultimately led to its decline.
5. Borders
Borders did not adapt its marketing strategies to the rise of digital reading. It was late to enter the e-book market, and relied mostly on in-store promotions rather than developing a visible online presence. Borders also outsourced its online sales to Amazon. This terrible mistake hindered its ability to compete in the digital space and weakened its online presence.
6. American Apparel
American Apparel’s provocative advertising often evoked controversy rather than building customer loyalty. Its marketing campaigns, which often featured sexually explicit images, alienated many of its potential customers. Additionally, the brand failed to adapt its marketing messages to align with changing consumer values around inclusivity and body positivity.
Over to you. What other brands can you think of? Join the conversation by visiting the original post on LinkedIn.