On the Day of the Dead, we examine a foreboding phenomenon among small and medium-sized companies: the rise of the Zombie Brand. That’s a lifeless business brand that lurches along, oblivious to reality. Dead Brand Walking.
A Zombie Brand is not the same as a zombie company, which is the term for a heavily indebted business that can afford to pay only the interest on its debt. In contrast, a Zombie Brand often afflicts a company that is, at least at present, relatively stable financially.
Zombie Brands are often established companies that have developed a false confidence that their marketplace success is somehow guaranteed and not the result of good luck and timing. Other characteristics include a misplaced trust in customer loyalty, a disregard for the passage of time, an aversion to coherent marketing and brand planning, and a lack of urgency to make improvements. Read More