Brand Evolution by Mark Blezard
When a great brand starts to fade, lose market dominance, it doesn't necessarily need to signal the end of the line. Sometimes it simply requires repackaging. Time to think outside of the box 'about the box'. If you haven't read our piece about this already, read Think inside of the box.
You'll be surprised how opportunities present themselves for a tied brand to evolve. Could your product serve a different market or is the brand so well-known that it could carry a different twist – a slightly new angle that opens up multiple new avenues of sales?
A fantastic example of brand evolution is the Haynes Manuals, a well known, and recognised format, allowed them to expand from automotive DIY into – well – pretty much all areas of interest including baby care, animal care, sex, men, women... you name it!