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Browse the siteSeptember 22 2010
If you think of a camel smoking, a tiger eating cereal or a castle sprinkled with fairy dust, what three brands come to mind? Camel, Kelloggs, and Disney: three very resilient brands.
How well does your memory serve you? Do you remember this roadside jingle?
“To kiss a mug that's like a cactus
takes more nerve than it does practice."
- Burma-Shave
What happened to Burma-Shave? We know that like seasons, popular brands have their own winters and sometimes have to hope for a spring. What keeps your brokerage’s logo from aging into ignominy?
Sally Jenkins, Vice President of Worldwide Marketing Symantec presented at WITI’s Women in Technology Summit last week and discussed how to recognize a brand that is at risk, and how to transform it. She and her team diagnosed and resurrected Norton Antivirus by applying the advice she shares below.
She says that there are four main questions to ask yourself about your brand, to discover if anything needs to be done: