The art of the brand comeback

There are many ways a brand builds a relationship with its consumers; it may be the irreplaceable nature of its products, or the value offered against its competitors. 

But factors like these do not cement a brand as one which stays within the hearts and minds of the public. It is its identity, its place in the world, and how that is communicated creatively that provides companies with the opportunity to become more than a business. It builds them as a brand, it gives them recognition, it gives them FANS.  

We’ve recently seen a number of brands manoeuvre a celebrated comeback. 

And when businesses fail - which they can so often do even with a great deal of love amongst fans and customers - it is their identity which can provide them with the foundation to be resurrected. It is their creative heart and the methods of communication - OOH advertising, social presence, breakthrough campaigns - that bring this vision to life and can re-spark a business’ ability to function. 

A brand needs to stay on top of communicating its identity and place in the world to generate fans. 

This road is not a simple one and few brands manage it. However, we’ve recently seen a number of brands manoeuvre a celebrated comeback. 

Brands such as Wilko, The Body Shop, and Toys R Us have recently emerged with renewed vigour and are reclaiming their space in the market, and by extension, the hearts of their consumers, new and old. These resurgences highlight a critical truth: consumerism is a complex and ever-changing game, one where staying relevant requires an understanding of what it takes to reignite adoration and secure stability. 

When [a] brand reappears, there can be a renewed enthusiasm from consumers eager to reconnect 

Yet, for those brands able to withstand the storms - no matter how choppy - certain foundations enable them to stay afloat. Or, if submerged, to stage a significant comeback. 

Older generations will find themselves thinking fondly of the campaigns or adverts originally launched by the brand.

The power of nostalgia 

When a brand disappears, it often leaves behind a sense of nostalgia for consumers. We humans tend to reflect on the positive aspects of the brand, forgetting why we stopped engaging with it in the first place.  

This emotional attachment can grow over time, making the eventual return feel more meaningful and exciting. The saying ‘absence makes the heart grow fonder’ can hold true in brand loyalty. 

Older generations will find themselves thinking fondly of the campaigns or adverts originally launched by the brand. 

A creative campaign which draws on inspiration and cues from former beloved adverts is an ideal way to reignite consumer interest across generations. While young Gen Zs and Alphas might be absorbed in the Y2K mood dominating today, older generations will find themselves thinking fondly of the campaigns or adverts originally launched by the brand. 

LEGO Imagine campaign

The art of consumer collaboration 

When considering how to appeal to your consumer base again, what better means of achieving this than calling on your consumers to get directly involved?  

In 2003, Lego found themselves at a $300 million loss (and with a projected $400 million for the year ahead), after exploring a new venture in toys which moved away from the classic bricks. When Jorgen Vig Knudstorp kicked off his role as CEO in 2004, he took the idea of product design back to the brand’s core customers – kids. 

Over time, a brand’s absence may even elevate its legacy, leading people to romanticise its past successes. 

This led to the launch of a new Cannes Lions award-winning campaign in 2006, Imagine, with creative from Blattner Brunner that communicated the creative power of kids building with Lego.  

What at first appeared to be a simple set of blocks came to life in the shadows of the structure, visualising the world through a child’s imagination. Beautifully simple in its execution, and highly effective in reconnecting customers with the core of the brand – kids and adults alike.                               

Nostalgia and shopping habits can drive market trends. 

Creatures of habit 

People naturally take things for granted when they’re constantly available. When a beloved brand is no longer accessible, consumers are reminded of what they liked about it, making its return exciting. Over time, a brand’s absence may even elevate its legacy, leading people to romanticise it. The brand’s comeback is then met with heightened interest. 

While nostalgia can be a powerful lever, it’s only a short-term strategy. 

The resurgence of certain industries is evidence of this. Consider how the high street survived the expected blow from COVID-19 when many thought it would force everyone to switch to online shopping. Similarly, vinyl records have seen a massive resurgence in an age of streaming. Nostalgia and habit can, indeed, drive unexpected market trends. 

The renewed fondness for vinyl records is proof that nostalgia can drive unexpected market trends. 

Modernise to survive 

Sometimes it is as simple as a brand recognising that it has become antiquated, and stepping into the future. The trick here is to do so without alienating loyal consumers who have used a brand for years. It has become too common a habit of late for brands to lose sometimes lifelong connections while attempting to reach newer (usually younger) audiences.  

One critical aspect of a brand’s return that is often overlooked is acknowledging the challenges faced before it disappeared.

Old Spice is a brilliant example of a brand launching a new campaign that became core to its modern brand identity but also celebrated its iconic history and visual identity. The now-legendary Man Your Man Could Smell Like championed all that customers associated with the brand, in an ironic, surprising and ultimately entertaining way.   

In 2010, Old Spice engineered a brand comeback with its witty campaign, 'The Man Your Man Could Smell Like' starring Isaiah Mustafa, who is still horsing around today. 

Navigating the comeback: more than nostalgia 

While nostalgia can be a powerful lever, it’s only a short-term strategy. A successful comeback must tap into both the brand's heritage and modern consumer expectations. This delicate balance creates renewed excitement and can foster long-term loyalty. 

However, brands must also ask themselves tough questions: How did we lose our way? How has the market changed since our departure? What’s different about our 2.0 version?