The Importance of Brand Campaigns

The only valid reason for a brand campaign is when there's an attitude or some sort of association that the brand is holding the sales and the brand back from their objective. So maybe an old tired brand, fashion brand, it needs to be sort of new again and back in the cycle. I remember Lacoste did a really good re-brand. It was the alligator polo shirts that you see. They took those distinctive brand assets but then sort of modernized them in over a period of time,. Like became really trendy again and everyone started buying it.