New uses that revitalize old brands

Generating new uses for mature brands creates strategic opportunities for i ncreased usage of the brand among heavy-users or newly targeted segments. I n-depth interviews were conducted with 34 experienced brand managers and wi th 402 consumers who used old brands in new ways. The results focus on thre e key questions: (1) What new uses will revitalize an old brand?; (2) How d o consumers learn of new uses for old brands?; and (3) How can new uses be most effectively communicated? Answering these questions enables one to cra ft a new usage campaign that increases both brand equity and sales.