Brand Equity

It updated a stale mass-market shampoo to appeal to younger Gen Y and Millennial women

Issue

Analysis

The Analysis: The Brand Needed a Complete Rethinking

P&G made Herbal Essences more relaxed and more quirky, all in the language of young women

Comment: What Would You Do?

"I'm surprised that P&G didn't see the nostalgia element as a plus when considering the revival of the Herbal Essence brand. And if they're going for a new, younger market that has different hair-care expectations, where are the other logical products for the line: mousse, defrizzer, gel, etc.?"

—Patricia O'Connell

Reader Poll

Is it better to try to revive a tired brand or build a new one?

GM is making the right move to pull back spending on NASCAR. The problem is that they're doing it too late. It would have been better if they scaled back their stock car efforts year ago and put the money toward something that reached a different kind of buyer. Now it's just a survival move.

—David Welch, Brand New Day

Special Report

Best Global Brands

Scour this year's list of the 100 Best Global Brands. Look behind the rankings. Read exclusive interviews with the CMOs of companies including Google and McDonalds. All this—and more

BW Innovation Job Board

Hundreds of job openings with design-driven companies.

Director, Program Management - Shanghai
frog design | Shanghai, China, Peoples Republic of
Posted: Jun 17
Manager, Packaging, Branding and Retail Design- TOYS
Disney Consumer Products | Glendale, California
Posted: Jun 19
Model Maker- Finisher
Apple | Cupertino, California
Posted: Jun 17

>> View All Jobs

BW Mall - Sponsored Links

Measuring Mobile Productivity. Companies must be able to measure productivity gains from mobile working.
Going Mobile With Today’s Technology. Companies have experienced only the start of what IP networks will bring to today’s mobile workforce.
Enhancing Security Through Quantum Cryptography. Quantum Cryptography is an emerging security technology that may offer some new protection measures.
100% Web Based Help Desk Software Easy to use, customizable to meet your needs, powerful and scalable. Free online demo. Try it today!
Instant Answers to Your IT & Business Questions Sign Up & Get Full Access To The Definitive Online Book Collection With SkillSoft's Books24x7®.
Buy a link now!

Brand Strategy

FedEx Ditches Kinko's

Slide Show: Battles of the Brands

McDonald's Specialty Coffee Kick

How to Build Brand Friendship

Get the Most Out of Your Ad Agency

Wolff Olins' Intuitive Branding

He Works Hard for the Money

Playbook: How Toyota is Building Sales in China

Xerox Gets a Brand Makeover

Struggles of a Mad Man

Narrated Slide Show: Madison Ave.'s Internet Dilemma

The American Green House

Brand Profiles

Trucker Hats, Tattoos, and Madonna

Converse's All-Star Image

The Icelander Who Wants Saks

LG Bets Big on TV Design

Vente-privee.com Refashions Closeouts

Philips' Lightbulb Moment

Steppenwolf's Dramatic Arc

Dove (D)evolution

Slide Show: How to Get the Girl

Industry Trends

At Best Buy, Marketing Goes Micro

Carbon Confusion

The State of Indian Design

The Death of Mass Luxury

Beware the Advertising Pretest

Little Green Lies

Slide Show: Green or Greenwashed?

Haggling Starts to Go the Way of the Tail Fin

This Is Your Brain on Advertising

The Big Record Labels' Not-So-Big Future

Slide Show: Ten Rock Stars Who Shook the Music Establishment

more…

Marketing

Advertising: The Bottom Line

Slide Show: Advertisers on Advertising

An Ad Man Tests the Limits

A Boom in Political Advertising

What You Really Want to Buy

NBC: Blindsided by Notre Dame

Facebook: Marketers Are Your 'Friends'

So Many Ads, So Few Clicks

FEATURED SLIDE SHOWS

Richard Branson's U.S. Brands

Evolution of a Logo

Watching Your Every Online Move

Even if Phorm can placate privacy concerns, will its ultratargeted ads creep us out?

What’s Your Problem?

We all have workplace problems. Share with us, and your fellow readers, the hurdles you've faced—and how you've tried to clear them.

Featured Book Review

Are We Consumers—or Consumed?

Two books explore the question of whether brands control us, or vice versa

IN YOUR FACE: WAL-MART GETS A FACELIFT

Reader Bryan Writes:

"I really question the benefits of Wal-Mart's substantial investment if it is not accompanied by more substantial and profound changes in the brand's offering to its consumers."

Tell Us: What Do You Think of Wal-Mart's New Logo?