Some brands are clearly in trouble, facing severe sales dropoffs and even the possibility of extinction. Their struggles, while category-specific, also leave lessons for marketers facing the same dilemmas: trying to stay relevant; searching for the right price point without going too high or too low; justifying marketing spending in penny-pinching times. The challenges are universal.
But while many struggle, other brands shine-supported by great advertising, packaging, line extensions, positionings or distribution. Or simply by being in the right place at the right time. Their successes create a road map for marketers seeking a competitive edge.
Here, Advertising Age presents its own road map for the coming year: A gallery of brands in trouble and brands in demand.