Following on from the last post on brand retirement another life-stage that many brands could find themselves in need of is Re-invention. Celebrities do it all the time to reinvent their image to a public and media who are looking for something new. Corporate brands seem to think that its all about staying as close as possible to one thing for as long as possible. Saying something is 'off brand' is the quickest way going to kill a good idea. But Ford - they had no choice. Their re-invention is more like a miraculous resurrection from a near death experience. And 'green' seems to be something that they want to embed into the post bankruptcy brand. Again like they had any choice. Of course its easy to comment from the outside looking in without any knowledge of the broader strategy but a advertising style film would not be my starting point for the new journey. Perhaps even there was an idea in the old company that external brand communications would be enough to keep the brand relevant without the same innovation in sustainability thinking that has put the top Japanese brands on a surer footing.
See the video on Cherryflava...
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