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A combination of the Internet and changing lifestyles has significantly affected how many societies interact with business. This article considers some of the challenges facing companies operating with an increasingly competitive 24/7 environment. It also proposes strategies to critically evaluate a company’s position within the marketplace. Companies must learn to be agile to exploit opportunities and protect themselves from the growing threats within the marketplace. Such an approach may be the gateway to sustaining a competitive advantage.

By using the internet search engine Google™ as the primary example, this article illustrates: (1) that some high‐growth expectations are unsustainable over the short and medium term; and (2) that dependency on single revenue streams may provide growth over the short term, but may not be sustainable over the medium and longer terms, and may be a high‐risk scenario. An approach is presented that companies can undertake to critically evaluate current and future positions and consider such options as acquisition and integration as a means of building future growth potential.

Secondary research based on the analysis of published data.

Dependency on one revenue stream within a volatile market can impact upon growth expectations. Hyper‐growth expectations may be unsustainable, indeed unrealistic, over the medium term. Such growth expectations may be detrimental to the company. Companies who can spread the risk through acquisition and integration through strategic fit may have greater longer‐term growth potential, notwithstanding market and environmental dynamics.

Future opportunities for research could include, among other areas, how Google™ and similar online companies could use currently free products to generate revenues.

Companies need to consider the volatility of the marketplace. Dependency on one revenue stream could be a high‐risk scenario, especially in relation to sustainable high growth expectations. Companies also need to consider various strategic options for sustainable longer‐term growth, and continually critically review both internal and external environments, as well as product ranges and revenue streams. Companies should take action to sustain growth, whether that is through new market development, acquisition or even divestment.

While being flexible companies need to consider a realistic strategic direction for the business. Companies also need to consider realistic growth rates as compared to hyper‐growth expectations that are unlikely to be sustainable over the medium and longer term.

Purpose – By using the metaphor of the human life cycle this paper examines some of the longevity issues of branding. The paper also explores how brands can be resuscitated (or rejuvenated) when in declining health or indeed on the edge of death (brand heart attack). Linked to this is the Darwinian view of adaptability where brands have extended and, indeed, developed their market position through innovation and re‐positioning. Equally, it considers the outcomes when there is little or no hope of resuscitating the brand, and the future of the organization. Mini cases studies are provided throughout that illustrate some of the issues in the life, death and resuscitation of brands. Design/methodology/approach – While using a metaphor the paper is designed to consider real issues that brands face within dynamic highly competitive environments. If brands do not adapt (through innovation and re‐positioning) they risk premature decline and death. Findings – The “health” of a brand is determined by numerous internal and external factors. Some within the control of the organization others not. Simple errors of judgement can have a catastrophic impact on the brand. However, though continual monitoring organizations can adapt the brand to evolve within changing environments. Research limitations/implications – There is potential for future research in two core areas: developing the human life span further as a metaphor for brand existence; and considering the ‘vital’ signs for an ailing brand. This may then lead to a better diagnosis of failing brands and more informed ways of rejuvenating such brands. Practical implications – Organizations must seek to continually monitor the ‘health’ of the brand in relation to its changing environments. Life expectancy can be increased through evolving the brand (innovations and re‐positioning). However, organizations must also recognize when the brand had genuinely reached the end of its life span. Brands that have a lingering decline do little for the brand or the organization. The difficulty for many organizations is really knowing when the brand can no longer be resuscitated. Originality/value – The objective of this paper was to explore the idea of the human life cycle being a metaphor for a brand’s existence. By taking such an approach it may assist managers in determining: the potential longevity of their brand; and rejuvenate ailing brands. Thus the article has a practical application.

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Recent years have witnessed the demise of well‐known brand names, such as Woolworth and Kmart in the USA, the jewellery chain Ratners and the department store chain Allders in the UK; the explosion and self‐destruction of “dot com” brands; the car brands MG Rover and Oldsmobile; the accountants Arthur Andersen; energy provider Enron; and telecommunications MCI. The reasons for their demise may be many and varied. However, they nonetheless demonstrate that visually recognizable brands can virtually disappear overnight.

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Existing brand literature on assemblage practices has focused on providing a map or geography of brand assemblages, suggesting that an artist brand’s ability to evolve and achieve brand longevity remains constant. Using geology of assemblage, this study aims to explore the types and mechanisms of change in brand evolutions to address the problem of identifying when and how a brand can transform in an evolving marketplace.

The authors apply an interpretive process data approach using secondary archival data and in-depth interviews with 31 self-identified fans to explore the artist brand David Bowie over his 50-year career.

As an artist brand, Bowie’s ability to evolve his brand was constrained by his assemblage. Despite efforts to defy ageing and retain a youth audience appeal, both the media and his fans interpreted and judged Bowie’s current efforts from a historical perspective and continuously reevaluated his brand limiting his ability to change to remain relevant.

Brand managers, particularly artist brands and human brands, may find that their ability to change is constrained by meanings in past strata over time. Withdrawal from the marketplace and the use of silence as a communicative practice enabling brand transformations.

The geology of assemblage perspective offers a more nuanced understanding of brand changes over time beyond the possibilities of incremental or disruptive change. We identify the mechanisms of change that result in minor sedimentation, moderate cracks and major ruptures in a brand’s evolution.