From The Washington Post (via Florida Today)
AT&T? A phone. Toys R Us? Yeah, toys aplenty. Marketers have spent billions trying to hammer those associations into consumers' brains through a deluge of advertising.
But what happens when a company's business shifts and the brand needs to shift with it? Bonds between a company name and a product can take years, even decades, to form in the minds of consumers; they can take just as long to break.
AT&T Corp. announced last year it would stop marketing its traditional consumer phone service, which had been at the firm's core for a century, to recast itself as "the world's networking company."
And Toys R Us Inc. said it was considering getting out of the toy business altogether, to focus instead on its more profitable baby accessories division.