I read somewhere that out of approximately 25,000 new products launched every year, 22,000 fail to survive more than 18 months. That’s not a great record and one that brand builders should be ashamed of. Now you probably think I’m about to launch into a monologue about using advertising to build a brand. I’m tempted to but it’s Friday so I’ll spare you the rant.
Instead here’s a nice list (well nice, except for number 16) of 16 brands that made it past the first 18 months but eventually despite millions spent on advertising (oops, sorry) they died and went to brand heaven. What’s so unique about this list is that all of them have come back from the dead and, certainly in the case of number 16 are haunting us once again.
Anyway thanks to the Daily Telegraph for the list. I’m sure the old codgers amongst you will smile at the memory of some of these brands.