Building a brand is no easy task, many have tried and failed. So iconic brands stand out. There are new pretenders who attempt to knock the old guard off their spot. Namely the likes of Google, Amazon etc. These companies are seen as examples of best marketing practice at the moment.
The challenge for the icons is to stay at the top. Brands will die if they fail to move with the times. If a brand had clear values it can also be seen as a double edged sword. For classic read dull, for established read boring.
Levi’s and the jean we all recal is the 501 is working to revitalise its brand