01-28-2009: On Managing Brand Leaders -- by John Malmo.
MEMPHIS, TN (WKNO) -
While some categories of goods shrink when brand leaders stop advertising, others are cash cows that may go many years with virtually no advertising while owners bleed them for profit. Then, every ten years or so, their makers kick in a year or two of measurable advertising to restore some momentum to the brands. A key objective of this brief return to advertising is to gain trial and new customers.
