• Financial Edge, Thursday, April 21, 2011 10:16 AM

What do Apple, Burberry, Old Spice and Abercrombie & Fitch have in common?  Yep, they're all brands that were once down in the dumps, but have since enjoyed healthy resurrections.

Janet Fowler provides brief summaries of nine such marketing turnarounds, often the result of new product lines or image overhauls. She also includes Nintendo, Mini Cooper, Lacoste and two lines of athletic shoes - Puma and Keds, the once-fading 100-year-old brand which boomed back in the '80s as trendy footwear for teenage girls, then went into a decline, and has now come back via designer styles like wedge heels.

The bottom line? "Clever marketers weather the storms by finding ways to stay relevant while appealing to new consumers and maintaining the customer base they've already won over."

Read the whole story at Financial Edge »