Two brands came to my attention this week that at one time had the “it factor”, but now have fallen out of the graces of many people that used to use them. They are AOL and MySpace.
MySpace held the attention of Social Media newbies because it was new, it had a variety of capabilities and it is probably by some considered the “1st to the dance”. When was the last time, if ever, that you used MySpace? Months, years or never? MySpace was really focused on music and that is basically where it’s focus is today. Some people commented to me that MySpace was kind of “creepy” even when they used it. It wasn’t very clean and simple to use for business purposes either. MySpace got my attention because of a report this week that talked about the average age of Twitter, LinkedIn and…MySpace users, which made me think “Is MySpace relevant enough anymore to be incorporate in Social Media reports?” When I attend events, people talk about Facebook, Twitter and LinkedIn as the core tools that they use. No mention EVER of MySpace. Do you think MySpace can become cool a 2nd time?
The other brand that I was confronted with this week was AOL. Yeah the CD-in-the-mail-ISP from the 90’s. There was an article in the LA Times about how a former William Morris chief is going to help AOL in Hollywood. I remember using AOL, but that was probably over a decade ago. How often would you hear that audio reminder “You’ve Got Mail” and get excited? (Which later became the title of a popular movie staring Tom Hanks and Meg Ryan.) Times have changed. Today if you see @aol.com at the end of an e-mail address, don’t you feel that person is a little outdated in their use of technology? AOL just isn’t cool, they aren’t “techie hip”, so can they ever become cool a 2nd time?
Some brands in other sectors of business do get a revival as time goes by and are successful in doing so. Their products can be classified as retro or classic. Can that happen though in the technology world? What do you think?
Hmmm… interesting question and great examples.
The first one I think of that’s come “back to cool” is Apple … they did it by reinventing themselves and focusing on key audiences.
I believe it can be done, but as we tell our clients, your reputation is the sum of your ACTS and INFORMATION. Brands can’t just become cool again by what they say … what they do is just as vital.
It happens more often in fashion brands than not… Keds made a revival recently, Converse, Sperry Top Siders. I think what other consumer product groups might lack is the amount of opinion leaders that fashion seems to have–magazines like Vogue, TV stylists, and celebrities.
Rebranding is a start toward revitalizing a brand, but you’re always going to need a group of opinion leaders to bring it back in style.
Great point, Susan … it isn’t just what “the brand” says, it’s what others are saying, too.
I think tech brands can have a revival but not by offering the same products and marketing them as retro or classic like other types of products can. I agree with the Apple comment above – that it requires reinventing.