This Day On The Street
Continue to site
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

5 Brands That Abandoned Their Fan Base

PORTLAND, Ore. ( TheStreet) -- Even brands with a solid core of loyalists let their eyes wander.

Even when you're older and more established, there's something about that younger demographic and its cache of cool that makes you want to shed your company's retro logo, spruce up its packaging, do some social media promotion and get the old buzz machine cranking again. Who knows, maybe you'll make some best-of lists, develop an ironic following among hipsters and make a cameo in Girls or a Duplass brothers film.

At worst, maybe you'll just shed those lame, dusty old consumers who've supported you so faithfully throughout the years. Maybe they built you into the behemoth you are today, but they're making you feel lame by association and really putting a damper on that whole new image you're trying to cultivate for yourself.

Coca-Cola's (KO) introduction of New Coke in 1985 and its subsequent reversal and re-release of the original formula as Coca-Cola Classic just three months later is the unquestioned standard for how ditching your original fan base can go wrong, but there are also a handful out there who turned their back on their biggest fans and took it to the next level successfully. We surveyed the retail landscape and found just five examples of companies who forsook their original followings for a shot at something bigger. Here's how it turned out:

1 of 6

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Submit an article to us!
SYM TRADE IT LAST %CHG
AAPL $128.95 0.00%
BREW $13.03 0.00%
PEP $95.56 0.00%
TGT $79.65 0.00%
FB $78.99 0.00%

Markets

DOW 18,024.06 +183.54 1.03%
S&P 500 2,108.29 +22.78 1.09%
NASDAQ 5,005.3910 +63.9670 1.29%

Partners Compare Online Brokers

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs