Call it a comeback _ how old brands become new

January 10, 2012 - 5:36 PM

Apple orchestrated one in consumer electronics. Cadillac in cars. Al Gore in politics. And Tim Tebow in football. Now, Lincoln is trying to stage one of its own for its aging cars.

Everyone loves a comeback. But it's not as easy as it looks.

Strong brand recognition is crucial for a comeback. But that's only one element of a success story — think of well-known brand names like Kodak, Blockbuster or Borders that went bankrupt this year because they failed to adapt to changing consumer tastes and habits over the years. Achieving a comeback takes hard work, big ideas, precise timing and good luck.