5 times classic brands were revived successfully (and 2 when it was a disaster)

Can a dead brand be brought back to life? In the month that Toys R Us (which went bankrupt in 2018) relaunched in partnership with Target, the answer is clearly 'yes'. But that yes needs to be a qualified one. 

The history of branding is littered with attempts to resuscitate ailing brands, and while it's easy to generate headlines at the time, it's by no means guaranteed you'll succeed over the longer term. In this post, we look at some of the best examples of how to revive a brand, plus a couple when it all went wrong, and pull out some of the main lessons for branding in general.

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Tom May

Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine. Today, he is a regular contributor to Creative Bloq and its sister sites Digital Camera World, T3.com and Tech Radar. He also writes for Creative Boom and works on content marketing projects.