Talked to a founder who killed a 5-year-old brand to start fresh and it made me question all my loyalty metrics

She told me the old brand had 90% awareness but nobody bought because they associated it with cheap quality from a bad launch in 2018, so she scrapped the whole thing and built a new one from scratch in 6 months.

2 comments

2 Comments

ben48611d agoMost Upvoted

Damn, that takes guts to just walk away from five years of work like that.

wadebailey11d ago

That kind of thing is happening more than people realize. Walk into any grocery store and look at the cereal aisle. You see the same brands but different packaging every few years. It's not just because they like new colors. They're trying to shake off some bad reputation from a bad batch or a recall that stuck in people's minds. Same with restaurants. A place gets a bad health score or a few bad reviews about the service, they change the name and the look but keep the same good recipes. People forget fast when you give them a new label to remember. So this founder doing that with her brand makes perfect sense to me. It's not about loyalty to the old name, it's about loyalty to the product and the customers. Sometimes you gotta pretend you never messed up to get people to give you a second chance.