Brand Rejuvenation Quotes

To restart a brand, you have to make people forget what it was.

AOL, I think, represented an opportunity for a few things. One is I'm a big believer in the AOL brand, and I think AOL as a brand has touched hundreds of millions of people around the world. Reigniting that brand is a very exciting challenge and a big opportunity.

Brands need to reinvent themselves from time to time to stay relevant.

Our awareness gap and the fuzziness about how people might understand Ulta today is a ripe opportunity for us as we think about going forward. I imagine this is like almost relaunching the brand of Ulta.

There's no more exciting moment for me as a brand strategist than a turnaround.

Oftentimes, successful brands can lose discipline or become complacent over time, applying less rigor to the cost control and returns on investment.

The evolution at 'Teen Vogue' is not a result of dinosaurs in a board room coming up with a strategy to reach the kids.

As brands become larger, the need to reach greater numbers of customers makes them less edgy and dilutes their unique positioning as they try to please everyone. It is therefore not surprising to find such brands go into a few years of decline before they are able to reinvent themselves.

Repositioning a brand is never easy and rarely without pain. I believe the Urban brand is making the necessary changes that will allow it to more fully engage its traditional customer and return to solid profitability.

When NBC bought USA and SCI FI in 2004, Jeff Zucker put me in charge of USA Networks. We did a lot of research to find out what was working and what wasn't, and we actually had to hear a lot of things we didn't like. USA was predictable; it was boring.