The announcement that Radio Shack has filed for bankruptcy was no surprise to industry pundits who have watched the retailer’s decline unfold over recent years. But it was a stark reminder, to those fighting to keep brands alive across all verticals, of an uncomfortable fact: Brand death is always possible.
Few companies have the luxury of floating through a monopolistic environment. Now, many established brands with a long history of success are fighting what might seem to be losing battles against new competitors, category trends, and consumer preferences. Radio Shack’s annihilation isn’t a unique case.
So what if brands could know if their advertising is saving them from even more severe damage—or not? As it happens, they can.