Business

6 Major Brands That Have Come Back From The Dead

It is not unusual for brands to disappear. It is unusual to see major brands resurrected. Scores of brands like New Coke, Circuit City, and Borders are likely to be gone forever. But a number of companies find that certain dying brands still have some attraction for consumers. This may be because at one time they were well-known, at least well enough to make them worthwhile targets for new investment.

24/7 Wall St. looked at the world of dying brands to find several that, with product changes and marketing dollars, have come back to their previous levels of sales and popularity.

Most of the brands on the list have long histories. Brands, including VW, Lego, and Nintendo are nearly a century or more old. Even Apple and Camaro have been consumer products for decades. All of them were also the market leaders, or at least brands with very large sales, in their sectors before their revenue declined.

24/7 Wall St. looked at consumer brands that were among the dominant products in their markets at some time in the past 50 years but have lost their place almost completely. They were revived by their parent companies or new owners, and are now profitable and healthy again. Some, like Apple and Marvel, are the leaders in their industries.

Six Brands That Have Come Back From The Dead1. Lego

The LEGO Group has been around since 1932. For decades, the company was a leading toy manufacturer, but Lego’s sales dropped 40 percent in the two years since 2002 — due in part to the growing popularity of electronic toys. In 2004, the company had debts of almost $1 billion and was near bankruptcy. Then, spurred by the recession and the low cost of its toys, sales of Lego products began to pick back up, and have been increasing since. The company cut its workforce by 1,000 and reduced the amount of pieces it produces from 13,000 to 6,000, discontinuing its unpopular toys. For the first half of 2011, net sales have been up 25 percent over the first half of 2010. Today, it is the world’s fourth largest toy manufacturer.

Six Brands That Have Come Back From The Dead2. Marvel

Marvel is one of the most recognizable brands in the comic book industry, owing its fortunes to popular characters like Spider-Man, X-Men and The Hulk. But Marvel’s current success follows a serious slump. In late 1996, after declining sales of comics and trading cards, the company filed for bankruptcy. In 2000, the company released the movie X-Men — a huge success, which grossed almost $300 million worldwide. Two years later, Spider-Man was released, becoming the top grossing movie of the year. In 2009, Marvel Entertainment was purchased by Disney for $4 billion. This summer the company released X-Men: First Class, which has already grossed over $353 million worldwide in theaters.
Marvel’s latest creation:

Six Brands That Have Come Back From The Dead3. Old Spice

Old Spice, a classic American brand that has been around since 1938, attained huge popularity by the 1970s. By 1990, however, the brand had become tired, associated more with its aging customer base than anything else. In 2000, the company, now owned by Procter & Gamble, came out with Old Spice Red Zone and revamped its advertising campaigns, focusing on the younger generation. Popular online ads featuring the Old Spice Man went viral, propelling Old Spice to the lead in the body wash market. In June 2010, sales increased a whopping 107 percent.

The Old Spice Man:

Six Brands That Have Come Back From The Dead4. Apple

With its Macintosh line, Apple was a premiere personal computer manufacturer in the late 1980s. In 1985, Steve Jobs left his position after being marginalized by the board and new CEO, John Scully. The company did well through the end of the decade, but performed poorly in the mid 1990s. Jobs returned in 1997 and, after 18 months of losses, the company received a $150 million investment from Microsoft. In 1998, the company released the iMac, followed by the iPod in 2001. These products marked Apple’s return and spurred its rise as a competitive consumer electronics company. Since then, its top position has been cemented by the wildly popular iPhone and iPad. Apple is now one of the world’s most loved and followed brands.

Six Brands That Have Come Back From The Dead5. Nintendo

In the late 1980s through the 1990s, Japanese game company Nintendo dominated the market with its Gameboy, Nintento Entertainment System, and Super Nintendo. In mid-90s, the company introduced the Nintendo 64 to combat the next generation of consoles that incorporated 3D graphics for the first time. While the N64 sold well, Sony had entered the market and its PlayStation sold more than double that of the N64. Nintendo would continue to struggle against its rivals. The Nintendo GameCube sold less than Microsoft’s Xbox and was blown out of the water by the PlayStation 2. In 2006, Nintendo finally recovered when it released the Wii, blowing out both the Xbox 360 and the PlayStation 3. The biggest reason for the Wii’s success was its new interactive design and ease of use. The Wii was successfully marketed to families with children, rather than just to video game players. To date the Wii has sold more than 86 million units.

Six Brands That Have Come Back From The Dead6. Volkswagen

Volkswagen was relatively unknown in the U.S. during the 1960s, even though its products were first sold here in 1949. By 1970, the company controlled 7 percent of the market. It was also the first foreign automobile company to open an assembly plant in the country since the 1920s. Despite their initial success, a number of missteps, including the release of the unpopular Rabbit, caused sales to plummet. According to a Wall Street Journal article, “By 1992, U.S. annual sales had hit a low of 49,000 cars, and VW contemplated pulling out of the U.S. altogether.” Just six years later, following the launch of the new Beetle, the company began its comeback. In 2000, the car company reported its best U.S. sales month in 26 years. In 2010, Volkswagen sold more than 250,000 cars in the U.S. — its best year since 2003.

(Douglas A. McIntyre, Michael B. Sauter, Charles B. Stockdale–24/7 Wall St./The Blaze)

Comments (24)

  • Brian_cooke
    Posted on February 17, 2012 at 7:31am

    Thanks for the info and quick rundown of the products. The 6 major brands you provided are Interesting.

    A 2012 VW Beetle Enthusiast.

    Report Post »  
  • Chris
    Posted on October 17, 2011 at 9:18pm

    I drove VWs for a number of years when I was in grad school but one of my favorite memories about VW wasn’t a real VW product at all – when the real VW ads used the “It won’t float indefinitely, but it will definitely float“ line does anybody else remember the fake VW beetle ad that showed the floating beetle with the line ”If Ted Kennedy drove a Volkswagen, he’d be President today”?

    Report Post »  
  • Talmid of Yeshua
    Posted on October 17, 2011 at 3:36am

    Let’s see:

    Marvel Comics. Always, since a child, huge fan. I own quite a few Marvel comics. Never have been a fan of DC.

    Apple Computer. I’m 38 years old, and the only computers I have owned my entire life has been Apples. When I was 11 years old, I remember seeing the first Apple Mac in stores, with the strange thing we call the mouse. It was awesome then, and it’s awesome now.

    Legos – Loved them as a young child, but after that..

    Nintendo – I’m a huge gamer. I currently own over 25 consoles and over 5,000 games. I have owned multiple Nintendo systems, but my heart now is with WoW on Mac, and the Xbox. Also a huge Sega fan.

    Volkswagen…. never liked ‘em. It reminds of smelly hippies who don’t use Old Spice…

    Old Spice… not a fan, but to each his own.

    Oh.. and since I was 10 years old, Iron Man has ben my favorite super hero. I own nearly every single one of his comics.. but I’m missing some, but when I was young and dumb, I got rid of a large portion of my collection… young and dumb, but still own most of the Vol. 1 – 4 of Iron Mans.

    Report Post » Talmid of Yeshua  
  • Rached Madcow SHOW
    Posted on October 16, 2011 at 9:50pm

    Just when we thought Keynes and Marx were done being redistributed, SURPRISE here comes Obama!
    Kids with no moral compass, just can’t get enough of the stuff.

    Report Post » Rached Madcow SHOW  
  • MatthewChapter24
    Posted on October 16, 2011 at 2:33pm

    I’m glad they included the facts about Apple. Lots of people forget (and most of the youth don’t even know) that Microsoft helped Apple get back on its feet.

    Report Post »  
    • Talmid of Yeshua
      Posted on October 17, 2011 at 3:39am

      But it wasn‘t from the kindness of Bill Gate’s heart. It was a way for him to punish Steve Jobs, and rub his nose in it, and it was a wise business decision. I told a friend back then to buy lot of Apple stock.. he laughed at me. He bought MS stock instead, and watch it erode into nothingness. I bet he isn’t laughing now.

      Report Post » Talmid of Yeshua  
  • Bronco II
    Posted on October 15, 2011 at 7:03pm

    I’m back to watching all the old shows I grew up on RAWHIDE with Clint Eastwood,The Rifleman,Bonaza,How the West was won,The Honeymooners and many more good clean shows and the best is I LOVE LUCY.

    Report Post » Bronco II  
    • kcares
      Posted on October 16, 2011 at 5:26pm

      I got onto Netflix last night and started looking up the old shows that I would rather watch then what is on tv now. We need to get back to our USA basics.

      Report Post » kcares  
  • hogtrashhd
    Posted on October 15, 2011 at 5:53pm

    i love old spice.. it’s good to know others do too.. for a long time i thought i was one of the last mohicans..

    Report Post »  
  • rcw_68
    Posted on October 15, 2011 at 4:45pm

    Another one is Dominos pizza.

    Report Post »  
  • oldwmn
    Posted on October 15, 2011 at 11:56am

    bring back FIZZIES….those wonderful tablets suppose to go in a glass of water
    but everyone born in 50′s put them in their mouths for the “foaming rabid dog effect” LOL
    cola fizzies tasted great..and why we are going down memory lane…Lets bring back wax paper sandwich bags a sandwich is not great till the crust is stale..nabisco bacon crackers..bamba pecan pies all those goodies we grew up with and the items are long gone..

    Report Post » oldwmn  
    • MaryinFlorida
      Posted on October 15, 2011 at 4:26pm

      You can buy Fizzies at ******* Barrel Country Stores. If you are not familiar with ******* Barrel they have a country store as part of their restaurant. They sell all kinds of old fashioned foods. I saw Fizzies in their store in St. Augustine, Florida yesterday. :)

      Report Post »  
    • Dabldo
      Posted on October 15, 2011 at 10:11pm

      Ooooohhh, bacon crackers. Only one thing tastes like bacon, and thats BACON! Yummmm!

      Report Post »  
    • Sugabee
      Posted on October 17, 2011 at 11:38am

      OMG – I can eat a whole BOX of those Nabisco Bacon Crackers!!!!!!!!!! So frickin’ good!!!

      Report Post »  
  • Sun_Vine
    Posted on October 15, 2011 at 11:15am

    Marvel has been a liberal comic book maker for some time now. Just this year they have had the X-men called Liberals and the business man is the new bad guy in their Schism comic series. I quite getting all marvel comics due to that.
    Also do not think DC is any better. The Green Arrow had the phrase, Christian 911, and he is also a proclaimed Liberal. Which he did on the first page.
    If you like superheroes and let your kids read comics make sure you buy the old compilations from pre-2000 or they are all Liberal leaning.

    Report Post »  
  • lukerw
    Posted on October 15, 2011 at 10:11am

    The new… VW Beatle… is looking good, to me.

    Report Post » lukerw  
  • lel2007
    Posted on October 15, 2011 at 9:30am

    Old radio commercial jingle – “Old Spice means quality, said the captain to the boson. So look for the package with the ship that sails the ocean.” I still sing that little tune to myself every time I see or buy Old Spice Cologne. Old Spice had a bar soap they took of the market a few years ago – I miss that.

    Report Post » lel2007  
  • NOLAexpat
    Posted on October 15, 2011 at 8:26am

    The old spice thing is surprising. I have only fond memories of that smell each morning as my dad got ready for work, it reminds me of my childhood. I wear it myself some days and am constantly surprised when people recognize the fragrance and tell me the same thing, that it brings back fond memories of their dad when they were a child. Not too many smells seem to be that well recognized and so fondly remembered.

    Report Post »  
    • Harryc123
      Posted on October 15, 2011 at 8:52am

      I agree, thats why for a while it didn’t sell very well. Men couldn‘t attract the ladies if they went around smelling like the women’s fathers.
      To this day I try to buy old spice products, and my wife will not let me for that very reason, even though none smell like the original scent, which by the was is still the best smelling cologne on the market.

      Report Post » Harryc123  
    • Dabldo
      Posted on October 15, 2011 at 10:15pm

      Interesting. I know a number of the ladies who love old spice. Most don’t admit it to me till after they know me, so i won’t use it against them……..Darn, I‘m too nice a guy and don’t like to be predictable.

      Report Post »  
  • paul1149
    Posted on October 15, 2011 at 12:00am

    Loved the encouraging article, but the Rabbit was unpopular? It began the massive 5-door hatchback craze that lasted for years.

    Report Post » paul1149  
  • Stoic one
    Posted on October 14, 2011 at 11:59pm

    interesting enough..

    Report Post » Stoic one  
  • dcart888
    Posted on October 14, 2011 at 11:54pm

    You’ve got to add Staples to that list. Staples was one of the turn around companies that Romney’s co Bain Capital saved

    Report Post » dcart888  

Sign In To Post Comments! Sign In

Sign Up For Our Newsletter!

Glenn Beck Radio

Listen to Glenn Beck 24/7 Listen Now
Restoring Love