Conference : Can brands can rejuvenate?
Combining education in both classical letters and marketing, Georges Lewi has developed an interest in brands’ life very early and started his research on brands’ life cycle with his first book "Sale temps pour les marques » (Bad weather for brands). He analyzed a paradoxical phenomenon: some young brands are aging prematurely while centuries old brands are doing very well. Author of over 15 books, he is considered as one of the best European branding specialists. He taught at HEC Paris, at CELSA (Paris4Sorbonne), delivering his knowledge in conferences and in consulting for major companies where he handled about 500 case studies. He received many honors thanks to his work on storytelling.
Marketing familiarized companies and consumers to further understand the product’s lifecycle. A company launches a product, exploits it as long as possible then, before it announces obsolescence (when it does not provoke it), drops it and launches a new one. However, brands are made to last; As if they escaped human time. The brands’ life cycle unfolds inexorably in three sequences and a makeover. First, time of heroism, when young brands grow, some of which will aged prematurely. Then time of wisdom, when each brand will have to understand where it stands in its market. Finally comes time of myth in which the brand, having found its place in a market, will have to prove its legitimacy in the society. Then will come - or not -, time of rejuvenation when the brand will have to seduce new generations. To achieve it, it can neither deny itself nor freeze. The brand’s myth as any myths will have to reinvent itself while retaining its original power. This strange phenomenon probably teaches us as much about the human condition as about marketing rules ...