It was one of the most talked-about ads from this year’s Super Bowl.
A bevy of 80s icons tore apart a Radio Shack store and stripped it down to the bone.
“The 80s called. They want their store back,” deadpanned one of the Radio Shack workers in the clip.
It was both an acknowledgment of the store’s dated image, and an announcement that the electronics and device chain was getting a makeover.
CMO Jennifer Warren talked with Advertising Age, and spilled her secrets to a successful brand turnaround. So did CMOs from Avis Budget, Wendy’s and Eastman Kodak.
Their big takeaways?
Turnarounds have to start with a deep dive into what the brand is and what consumers want.
Always swing for the fences.
The CMO is not the CEO. You can influence decisions but ultimately you don’t have control over them.
The tough-guy, flame-thrower isn’t always the successful turnaround specialist.
More secrets over at Advertising Age.
Read More: Advertising Age
Brief Take: With increased competition in the television industry, some iconic networks and brands may want to heed these turnaround specialists’ advice as they try to hold on to and attract new viewers.
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