Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

When Organizations Need to Change

Corporations, nonprofits, and products are no different from celebrity or destination crack-ups—even the mightiest can fall from grace. Brand meltdowns and shake-ups can happen in a second, like a lightning strike. The biggest difference is that business and nonprofit entity brands often have built significant brand equity over a long period of time with more resources and complex stakeholders.

Xerox Brand Turnaround Story

It’s the dream of a brand to grow so powerful and dominant that its name becomes a verb describing the very thing its product does. Such is the case with Xerox. That may not have happened if it kept its original name, “The Haloid Photographic Company.” Founded in 1906, it was not until 1961 ...