Brands in Memoriam 2013

Amazon CEO Jeff Bezos made a spectacular impact recently when he went on 60 Minutes the day before Cyber Monday and gave us a glimpse at the future — a fleet of small delivery drones he branded Prime Air.  It was a bold statement, and whether intended or not an incomparable public relations move that got much of the nation talking about his online retail company at precisely the most important time of year for consumer purchasing.

Yet I might be in the minority thinking that was not the most interesting thing Bezos talked about on television and in the zillions of video clips that got sent around the digital world in the days that followed.  What I latched onto in the Bezos appearance was this little exchange with Charlie Rose:

Jeff Bezos: Companies have short life spans, Charlie. And Amazon will be disrupted one day.

Charlie Rose: And you worry about that?

Jeff Bezos: I don’t worry about it ’cause I know it’s inevitable. Companies come and go. And the companies that are, you know, the shiniest and most important of any era, you wait a few decades and they’re gone.

Charlie Rose: And your job is to make sure that you delay that date?

Jeff Bezos: I would love for it to be after I’m dead.

Well, if Jeff Bezos who is currently sitting on top of the business world knows that sooner or later his company is toast, I think that is about as telling a tale of creative destruction as I can imagine!  With that, here is this year’s short list of additions to the brand graveyard:

BlockbusterBlockbuster: Aptly named for its status as the big bust of this year, Blockbuster is a sad loss for me.  Harken back to the early days of video home rental and there were thousands of mom and pop stores in neighborhood strip malls.  It seemed inevitable that these shops would fall victim to industry consolidation to achieve buying power and scale where margins were thin, and Blockbuster came to rule the day.  My experience of Blockbuster was that it somehow held onto that mom and pop feel of a local video store, and at least where we rented they always were friendly, helpful, movie nuts, and the checkout line moved pretty quickly.  Then as VHS gave way to DVD, along came the startup Netflix to reinvent the space, and Blockbuster went to sleep.  By the time they woke up and decided that Netflix was onto sometime with their mail order subscription programs, Netflix was already reinventing itself as a digital distributor, and Redbox had figured out how to pick up the kiosk business with zero personnel vending machines.  Blockbuster was two generations behind the innovation curve, and when Dish Network bought Blockbuster ostensibly as a storefront competitive tool in its battle with DirecTV, it was too little cavalry too late to justify the ongoing operating costs.

Current TV: It is hard to argue that Current TV ever acquired much momentum as a brand unto itself, although it’s hard not to draw a certain amount of attention when one of your masthead investors is former Vice President of the United States Al Gore, coming off a nail biter contested single state vote count that almost made him President of the United States.  If you poke around the web for remnants of Current TV’s brand strategy, it was to be something like a news network for ages 18 – 34, where much of the content would be user-created, uploaded to a destination online site, and then curated for television cable audiences.  I think the notion that I have to say something like denotes that the ill-formed brand strategy never got much resonance, which might have been reinforced when the strategy suddenly shifted to hiring high-profile former ESPN star turned MSNBC darling Keith Olbermann — at a big salary, with even bigger expectations.  The concept of building a line-up around a tent pole Olbermann anchor also never resonated, so when Al Jazeera America came knocking with a monster payday for the founders of the 60 million subscriber reach network, it was an easy call for our former VP to call it a win and walk off the field.  Not surprisingly, Olbermann went back to sports.

MetroPCS: Remember when we could look forward to airwaves of virtually unlimited choice and price competition due to the wonders of telecom deregulation?  No, you forgot, too?  MetroPCS is another brand that probably didn’t leave behind a lot of emotional longing with customers, but it is interesting to note that its founding dates back to 1996 and it came to position itself as a carrier with unlimited wireless communications for a flat fee and without an annual contract.  The company was a pioneer in 4G LTE rich communication services, and with more than 9 million subscribers grew to become the fifth largest carrier in the United States — both good reasons for it to be acquired by T-Mobile which cemented its position as the fourth largest carrier in the nation.  Still feeling good about all the many companies out there fighting hard for your smart phone bill?

What are the key takeaways from this year’s exit crop that might inform a Bezos-like objective of bolstering your brand to outlive your own era?  First, speed is everything in the digital age, rest even a millisecond too long on your laurels and it will probably be too late to catch up with that company that leapfrogged you (Blockbuster).  Second, a confused brand strategy results in a confused product strategy (and vice-versa) and swinging at that with pricey tactics doesn’t clear the confusion (Current TV).  Third, an undifferentiated commodity without sufficient scale will not stand solo long in a consolidating market (MetroPCS).

Last year in my Brands in Memoriam post I went out on a limb and called Blackberry dead.  I took a little heat for that, what I probably should have said was RIM (Research in Motion), the holding company for Blackberry was dead, and Blackberry was on deathwatch.  Honestly, I feel okay about calling Blackberry dead, to me it’s spiritually dead, and while some loyals are still pounding thumbs on their mini-keyboards, it’s hard not to believe the clock is tick-tick-ticking to Final Jeopardy on this one.  Slammed by creative destruction and inexcusably poor management — a very tough critique because it was a visionary company much beloved that lost vision — it is today a zombie brand at best.

Going out on less a limb this year, I don’t think I would be alone in calling for grave concern around the survival of Sears, J.C, Penney, and Radio Shack.  I will climb out a little further and hope that Dell finds a fruitful path soon, as it is hard to believe the PC or laptop business is on the mend, or there is much room on the shelves for another flavor of tablets or tablet/keyboard combos.  U S Airways is also likely to evaporate when its merger with American Airlines is completed.  I hope I am wrong about all of these because we are talking an awful lot of jobs at risk in our too fragile economic recovery if we lose any let alone all of these.  Let’s hope management is inspired with some leapfrog ideas for reinvention and revitalization.

Did I miss any for this year or in the near term gun sights of creative destruction?  Feel free to chime in below and add your assessments, predictions, and prognostications — just remember, if you tiptoe out on the limb, forward judgments of demise have an excellent history of being proven wrong!

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