Brand Equity

Interactive Case Study

Reviving a Tired Brand

The Issue: How P&G Brought Back Herbal Essences

It updated a stale mass-market shampoo to appeal to younger Gen Y and Millennial women

Issue Analysis

 

The Analysis: The Brand Needed a Complete Rethinking

P&G made Herbal Essences more relaxed and more quirky, all in the language of young women

Comment: What Would You Do?

"I'm surprised that P&G didn't see the nostalgia element as a plus when considering the revival of the Herbal Essence brand. And if they're going for a new, younger market that has different hair-care expectations, where are the other logical products for the line: mousse, defrizzer, gel, etc.?"

—Patricia O'Connell

Reader Poll

Is it better to try to revive a tired brand or build a new one?

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Featured Blog

The fact that ads are now met with this level of critique ("how much energy did you use/waste creating that brand message?") demonstrates once again how the green conversation is firmly established at the core of the U.K. The U.S. isn't there yet, though it's catching on and catching up.

—Helen Walters, NEXT: Innovation Tools & Trends

Special Report

Best Global Brands

Scour this year's list of the 100 Best Global Brands. Look behind the rankings. Read exclusive interviews with the CMOs of companies including Google and McDonalds. All this—and more

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