Know When to Kill Your Brand

Killing off brands is not a popular or pleasant thought, but we should consider it more often than we do.  It can be tough to admit that it’s time to pull the plug.  Some executives may be reluctant to admit – perhaps for sentimental or political reasons — that their brand is sucking out more value from the company than it creates.  Others may simply see no alternative to trying to keep the brand going at any cost, even if that means aggressive discounting, cheap...

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