New uses that revitalize old brands

Generating new uses for mature brands creates strategic opportunities for increased usage of the brand among heavy-users or newly targeted segments. In-depth interviews were conducted with 34 experienced brand managers and with 402 consumers who used old brands in new ways. The results focus on three key questions: (1) What new uses will revitalize an old brand?; (2) How do consumers learn of new uses for old brands?; and (3) How can new uses be most effectively communicated? Answering these questions enables one to craft a new usage campaign that increases both brand equity and sales.