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.