CNN has a nice piece on “Brands We Loved and Lost in 2009.”
Okay, we didn’t really “love” Home Depot’s Expo design centers and we never quite could let down our guard about Microsoft’s Encarta. But Kodachrome? A branding icon. And whereas I may not really pine for GM’s Saturn, well, the demise of the Pontiac nameplate — brand-wise, that’s just plain tragic.
What’s the moral of the story? It’s one that doesn’t only apply to startups: Brand equity, ultimately, is not a business plan. Or a business. At least not forever.