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They're Back From the Dead

5 brands that were revived by dramatic intervention

By Sophie Goldstein,  Newser User

Posted Aug 3, 2007 10:54 AM CDT

(Newser) – These five companies were flatlining until they made bold management decisions.  Business Week tells you how they did it.

  1. Nintendo: The Wii dared to market to families and non-gamers
  2. Audi:  Banked on engineering and prowess and didn't get distracted

  1. Hewlett-Packard: Started marketing the PC as a lifestyle, not a product
  2. Burberry:  Increased brand prestige by cancelling cheaper lines
  3. Citibank: Sold itself as a "neighborhood bank" with global reach

A model wears a creation as part of the Burberry Prorsum Spring/Summer 2008 men's collection, presented in downtown Milan, Italy, Saturday, June 23, 2007 (AP Photo/Antonio Calanni)
A model wears a creation as part of the Burberry Prorsum Spring/Summer 2008 men's collection, presented in downtown Milan, Italy, Saturday, June 23, 2007 (AP Photo/Antonio Calanni)   (Associated Press)
Models line up on the catwalk during the Burberry Prorsum  Spring/Summer 2008 men's collection, presented in downtown Milan, Italy, Saturday, June 23, 2007 (AP Photo/Antonio Calanni)
Models line up on the catwalk during the Burberry Prorsum Spring/Summer 2008 men's collection, presented in downtown Milan, Italy, Saturday, June 23, 2007 (AP Photo/Antonio Calanni)   (Associated Press)
A group of women walk past a sign outside a Citibank branch in Beijing Friday March 30, 2007. Citigroup Inc. plans to expand its securities business and branch network in China this year after becoming one of the first banks approved to incorporate locally, Chief Executive Charles Prince said Thursday....
A group of women walk past a sign outside a Citibank branch in Beijing Friday March 30, 2007. Citigroup Inc. plans to expand its securities business and branch network in China this year after becoming...   (Associated Press)
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