Graphic Design 2010

pP: With the idea of rebirth of an old-fashioned brand, what pitfalls or risks do brand owners need to manage so that brand equity is not lost completely?

Coleman—This requires a careful, objective evaluation of existing equities. We've had situations in which we were told, "These equities need to be maintained." But you need to raise the question, "Are the equities real or perceived?" We've done research in certain circumstances and found that if the equity did exist, it wasn't necessarily positive. So, for the continuity of the real brand equity that needs to be maintained, it again comes down to which elements to hold on to and which to eliminate.