Fallen Brand Leaders Hardly Ever Climb Back To The Top: Research Study

June 16, 2013

Business history is littered with the remains of fallen giants. Yuban coffee, Zenith, Kodak—all these brands were leaders in their time, and then something changed.

At some point, they were knocked off the top rung and never got back there again. That might sound strange—leaders transformed into also-rans—but new research by Tuck marketing professor Peter Golder shows this story to be all too common.