Marketing Briefing: Inside the anatomy of a successful brand comeback

Everyone loves a comeback story — but what makes a successful comeback?

As major brands plot returns to their former glory — by, say, switching up the C-suite leadership (like Nike recently did by appointing Elliott Hill to take the reins) or retooling a longstanding product strategy (Peloton is in the midst of this approach) — they’re looking to signal to the marketplace that they’re getting back on track. But just starting the process of getting back on track isn’t necessarily enough. To understand the process behind a brand comeback, Digiday asked four marketing and advertising executives about the typical steps a brand needs to take to mount a comeback.

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