Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

Find Conviction, Beyond Conviction

As I look at brands that went bad and returned to glory, most were in very scary, dark places. They experienced mountains of rejection; others had extreme debt or were about to run out of money; some brand leaders or individual brands were sentenced to prison time and a lifetime criminal record; some felt abandoned by their stakeholders; all questioned their self-confidence and battled inner demons as well as aggressive public enemies—they were on the edge facing an uncertain future.

Too often, some in the media see these brand blow-ups as an opportunity to sell more papers or draw more viewers. The bigger the brand name, the more they trumpet the story. They’ll slice and dice the story from every possible angle—sometimes ...