OBSERVATIONS New Uses That Revitalize Old Brands
研究老品牌如何通过新用途战略增加重度用户使用率或吸引新人群，基于对34位品牌经理和402名消费者的访谈，回答了哪些新用途能重振品牌、消费者如何获知以及如何有效传播新用途。
Generating new uses for mature brands creates strategic opportunities for increased usage of the brand among heavy-users or newly targeted segments. In-depth interviews were conducted with 34 experienced brand managers and with 402 consumers who used old brands in new ways. The results focus on three key questions: (1) What new uses will revitalize an old brand?; (2) How do consumers learn of new uses for old brands?; and (3) How can new uses be most effectively communicated? Answering these questions enables one to craft a new usage campaign that increases both brand equity and sales.