In both of these cases, large consumer companies (Playtex and Revlon) had brands (Playtex Gloves and Flex Shampoo) that had not seen top-line growth in over 10 years. Playtex Gloves were under assault from low price, Asian imports and Flex was a case study in poor marketing management similar (except in scale) to New Coke. After years of success, Flex, a “value” brand was re-launched as a “premium” brand and soon saw its number 1 market share fade to the bottom-end of the top 10 brands. Continue reading Two Turnarounds That Were 10 Years in the Making →