BrandChannel.com has an interesting article, "Brand Darwinism: When & Why Brands Falter & Die."
In my e-book, "How to Build and Manage Your Brand (in Sickness and in Health" I talk about signs that a brand is starting to die and then discuss ways to kill an ailing brand when that is the right decision to make. Sometimes the promises that brands make no longer continue to be relevant and sometimes no longer resonate in the marketplace and these are possible signs that it is time to kill or retire a brand.
On the other hand, I'm currently reading a review copy a new book (set to be released in January, 2009), "Brand Immortality" that argues that brands don't have to die that their attributes can be transferred to new products in new categories such that the brands can effectively live forever even though the categories in which they started might die or change.
What do you think? Are all brands destined for certain death because they are 'living organisms?'
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