The five step brand lifecycle
Who is Brad Pitt? [insert your brand/name here]
Get me Brad Pitt!
Get me someone like Brad PItt, but cheaper!
Get me a newer version of Brad Pitt!
Who is Brad Pitt?
[original source unknown--though readers have suggested Mary Astor, Kirk Douglas, Jack Elam and of course, Ricardo Montalban!].
[Leon adds a few more:
- I wonder what happened to Brad Pitt.
- Get Brad Pitt back.
- Get me someone like Brad Pitt, who was around the same time as Brad Pitt. ]
Of course, it's hard to tell where you are when it's about you.