{"id":15486,"date":"2022-10-04T15:49:03","date_gmt":"2022-10-04T22:49:03","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=15486"},"modified":"2024-07-26T08:49:10","modified_gmt":"2024-07-26T15:49:10","slug":"the-great-brand-redux-extending-brand-relevancy-through-innovation-and-or-new-audiences","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/the-great-brand-redux-extending-brand-relevancy-through-innovation-and-or-new-audiences\/","title":{"rendered":"The Great Brand Redux: Extending Brand Relevancy Through Innovation and\/or New Audiences"},"content":{"rendered":"\n

As consumers adjust to a post-pandemic world, marketers are taking the opportunity to spiff up, dust off, refresh their brands and reemerge with new focus and attitude.<\/em><\/p>\n\n\n\n

In the prior installment<\/a> of the Marketing Master Series, we looked at brands that leveraged past campaigns to connect with today\u2019s complex viewers in an environment with new rules and attitudes. In this installment, two more brand refresh approaches are highlighted. The first look occurs when brands abandon the familiar and find ways to extend the brand\u2019s relevancy through innovation in product, use cases, and\/or communication styles. Then, the other strategy involves older brands branching out to reach and resonate with new audiences segments with targeted messaging and\/or product extensions.   <\/p>\n\n\n\n

II.  Innovation as Brand Strategy<\/strong><\/p>\n\n\n\n

Some mature brands have deliberately attempted to distance themselves from past positioning to highlight new innovations and improvements, or to modernize the perception of viewers with new messaging.<\/p>\n\n\n\n

Jif \u2013 \u201cGladiator School\u201d :15<\/strong><\/p>\n\n\n\n

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