{"id":947,"date":"2019-06-20T17:17:17","date_gmt":"2019-06-20T21:17:17","guid":{"rendered":"http:\/\/www.kenbanks.com\/?p=947"},"modified":"2019-06-20T17:24:35","modified_gmt":"2019-06-20T21:24:35","slug":"what-causes-great-brands-to-fade-away","status":"publish","type":"post","link":"https:\/\/www.kenbanks.com\/?p=947","title":{"rendered":"What Causes Great Brands to Fade Away?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">KEN BANKS\u2019 BLOG JUNE 2019 <\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"KEN BANKS BLOG JUNE 2019\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/hAq0yYZC27E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">PRESS PLAY&gt;&gt;TO VIEW THIS MONTH\u2019S WELCOME VIDEO<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WHAT CAUSES GREAT BRANDS TO FADE AWAY?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our recent trip to Glacier National Park in Montana was one\nof the most spectacular of our journey\u2019s over the past several years to\nnational parks around the country and the world.&nbsp; Most significant memory, however, is the\ncomparative photos that have been taken of the glaciers over the past several\nyears and how fast and how significant these mammoth ice flows are\ndisappearing.&nbsp; Some say it\u2019s simply a\nmatter of nature taking its course. However, the surge in ice melt is more\nlikely the cause of global warming and the use of fossil fuels that have\ncontaminated and increased the temperature of the atmosphere.&nbsp;&nbsp; I couldn\u2019t help but think of this as an\nanalogy for the way many great brands are disappearing from the marketplace at\nan ever-increasing rate and that this not simple an evolution of business\ncycles.&nbsp; Rather,&nbsp; like our disregard for the air we breath has\nhad an adverse effect, the disregard for building brands that last and adjust\nto the changes in customer preferences has had a significant effect on the\ndisappearances of some great names in marketing that (like the glaciers) we\nthought would be on our shopping horizon for years to come.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"638\" height=\"277\" src=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/06\/Glacier-retreat-1980.jpg\" alt=\"\" class=\"wp-image-948\" srcset=\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/06\/Glacier-retreat-1980.jpg 638w, https:\/\/www.kenbanks.com\/wp-content\/uploads\/2019\/06\/Glacier-retreat-1980-300x130.jpg 300w\" sizes=\"auto, (max-width: 638px) 100vw, 638px\" \/><figcaption>Glaciers have retreat some 15 miles in past 30 years!<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve talked about great brands like Toys r Us, Sports\nAuthority, Payless Shoes, Abercrombie, Banana Republic, Gap recently in these\narticles, and we\u2019ve also seen the same retreat not in aerial photos but in\nsales and market share reports for brands like Sears, Penney\u2019s, numerous banking\norganizations, insurance companies, Circuit City, Pontiac, Oldsmobile, Mercury,\nand the list goes on.&nbsp; All of those now\nempty storefronts and brands, in my opinion, could have survived successfully\nif the senior management, especially marketers, had developed an ongoing brand\nstrategy that evolved to meet the customer trends and attitudes.&nbsp; Great brands like Amazon, Costco, Walmart,\nGeico, Lexus\/Toyota have recognized that to succeed in today\u2019s market, a\ncompany has to adjust and consistently innovate with a premise that appeals not\nonly to the mind of the consumer but also the heart.&nbsp;&nbsp; That\u2019s where the relationship begins and, I\nbelieve, if many of our industrialists in the past had experienced the beauty\nand specter of our national parks and, particularly, glaciers.&nbsp; They would have had a plan to protect the\nbrand that is our natural environment.&nbsp; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I was talking with our postman a few days ago, as he sat in\nhis over-heating mail truck.&nbsp; He was\ncomplaining about how inefficient these trucks were and how Amazon was changing\nthe world of retail delivery.&nbsp; At the\nsame time, I viewed a feature on a news report about the growth of electric\nvehicles in China and that inexpensive electric vehicles are here, now and\nbeing mass produced as fast as the infrastructure could keep up with it.&nbsp; I thought about how efficient mail delivery\nwith electric vehicles that could be&nbsp;\ncharged every night.&nbsp; How the\nstreets of New York (and Chicago or Vegas) could be less polluted if all those\ntaxis and buses were electric instead of gas.&nbsp;\nThese are major improvements that can be made now that not only benefit\nour environment, but also improve the brands of the postal and transportation services\nto help build those businesses. Great branding can save a company with a reason\nfor being by adjusting its benefits and messages to more people and creating\ndemand.&nbsp; It takes a vision and a\nconscious effort to create the value and a relationship that endures.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>KEN BANKS\u2019 BLOG JUNE 2019 PRESS PLAY&gt;&gt;TO VIEW THIS MONTH\u2019S WELCOME VIDEO WHAT CAUSES GREAT BRANDS TO FADE AWAY? Our recent trip to Glacier National Park in Montana was one of the most spectacular of our journey\u2019s over the past several years to national parks around the country and the world.&nbsp; Most significant memory, however, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-947","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/947","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=947"}],"version-history":[{"count":1,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/947\/revisions"}],"predecessor-version":[{"id":949,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/947\/revisions\/949"}],"wp:attachment":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=947"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=947"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=947"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}