MANY COMPANIES AND brands come to be seen as staid: being boring is not always a bad thing, but for a brand that has been exciting in the past, it is not a good place to be. Moving a brand or a company to a different place in people’s minds is often essential, but requires some effort to overcome the inertia of most people’s thinking.
Reviving an established product is a problem that faces most firms at one time or another. Doing so is a balancing act between creating a new concept for the product on the one hand, and the risk of alienating loyal customers on the other.
The Vespa scooter, ...
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