Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Insights Our Thinking Detail

EXPERTISE

  • Strategy
Contact Us

Reader’s Digest, Radioshack, Blockbuster among Brands Predicted to Disappear

In the dynamic world of brands, 24/7 Wall Street, an online news and opinion operation, has published its annual list of brands that will disappear by the end of this year. The list is based on a review of each company’s financial situation, operating data, current and ongoing value of its brand, and whether the company that controls that brand can sell its assets.

Brands

Among the list of ten brands, three long-time heavyweights were perhaps the most noteworthy: Reader’s Digest, Radioshack and Blockbuster. According to 24/7 Wall Street, Reader’s Digest has suffered cuts in circulation and the number of published issues, and still flirts with bankruptcy.


Founded in 1921, Radioshack may be one of America’s oldest retailers, but will likely be taken over by Best Buy through either a leveraged buyout or purchase. Blockbuster’s fate was sealed when technology gave consumers easier ways to watch movies on demand, not only through the internet, but also with cable and satellite video. Blockbuster’s shares have fallen as low as $.24, the company lost $65 million last quarter, and its revenue is continuing to be stolen by rivals like Redbox and Netflix.


Failing to maintain their brand strength has made these brands vulnerable to both emerging brands and discount competitors. All three suffer from a lack of differentiation and relevance. The esteem that Reader’s Digest has built over the years may even be working against it—after being in circulation for 88 years, its brand perception is of a dusty dinosaur that can’t keep up with modern times. Even widely circulated magazines like Newsweek, another contender on the list of disappearing brands, risks being shuttered. Trends in the US publishing industry suggest that Reader’s Digest will soon be extinct in its current form. However, as the magazine is currently published in 50 editions internationally, it could stay afloat by expanding in different regions outside the US. Alternatively, the brand could return to its core idea and find an alternative product or service offer that is more attractive to modern consumers.


Both Blockbuster Video and Radioshack have brand names that reference old technologies and seem to reflect their outdated identities. Like the VHS video itself, Blockbuster’s model of renting movies through physical locations has completely lost its relevance. Its key competitor, Netflix, tellingly incorporates the internet into its brand name. Radioshack has recently begun to rebrand itself as “The Shack” in an attempt to deemphasize its old terminology (see our previous post here). This new name, however, may bring to mind unfortunate associations such as shacks or shanties. Best Buy, Radioshack’s biggest threat, has a much better proposition of quality goods and services for good prices.


All three brands can be classified as having declining brand strength due to low relevance and lack of differentiation. However, their strong brand statures thanks to well-established brand heritage could be their last lifelines. Whether they will be able to use this heritage for reinvention and survival has yet to be determined.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Brand Building Actions of Canadian Companies: Commitment to Brand Promises, Cultivating Community and Listening to Customers

This article is part 2 in a 2 part series of iconic Canadian brands, where we examine the cultural branding and brand-building activities of Canadian brands that made the…

Year of the Dragon Reflections – How Brands Make Their Mark with Meaningful Celebrations this Lunar New Year 

As the Lunar New Year festivities draw to an end, it is an opportune moment to reflect on the significance of this annual celebration and its resonance, particularly in t…

Saturnbird Brand Story: Nature, Lifestyle, Coffee

During 2020’s ‘Double 11’, China’s biggest online shopping festival held each year on November 11th, the sales of Saturnbird exceeded 100 million RMB, ranking it the TOP …

Brand Positioning of Ben & Jerry’s: Conveying a consistent brand image with new store design

Ben & Jerry’s, the iconic American ice cream-maker, has consistently maintained a distinct and memorable brand positioning on their packaged goods. However, the visua…

Decoding Brand Naming Strategies of Plant-based Meat Brands

In 2020, "plant-based" is observed to be one of the top food trends that are shaping transformative dietary changes globally. When considering brand naming strategies, it…

Rethinking Internal Branding: How to Break Free from the Stumbling Blocks of Evolution

Internal branding remains a critical differentiator for companies aiming at enhanced success, growth, and loyalty. Despite its evident benefits, why do companies not prio…

Semiotic Analysis – Advertising Decoded: The Importance of Cultural Context

Unlock the power of effective advertising by delving into the realm of semiotic analysis. In the diverse landscape of China, understanding the intricacies of cultural cod…

Auto Brand Positioning: Buick Selling the American Dream

As we mentioned before, the new General Motors consists of four core brands with excellent auto brand positioning, including Buick, Cadillac, Chevrolet and GMC. Chevy is …

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject