Comeback Brands

June 13, 2006

Comeback Brands

Found myself reading an article today about Intel in the Mercury News. The title was “Intel at Its Best in the Eye of the Storm” by Dean Takahsahi. He was making the point that some companies do best when their backs are against the wall. The idea that some companies are great comeback brands is compelling.

Intel, according to the writer, is a comeback brand. Now that competitor AMD is winning share and reputational equity, Intel’s management can’t help but see the storm clouds gathering. Intel’s comeback will be stepping on the accelerator and moving quickly to its next destination. Some companies call this dark phase “instilling a sense of urgency” or “a burning platform.” Whatever it takes to ignite the power internally and focus everyone on success. We have seen it before. Think Apple, P&G, Microsoft and others who have faced tough competition and unfavorable public opinion only to find themselves back on top.

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of corporate and CEO reputations.

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