The Irrelevant Old Brand: A Business Fable About Taking Your Brand from Mediocre to Must-Have by Jim Huebner


More than half a million U.S. businesses fail every year. Big and small, they all have one thing in common: They become irrelevant. It doesn’t happen overnight or with one executive misstep, but as a slow drip. The brand quits giving. It’s no longer meaningful to the customer. In fact, its role in the life of the customer has all but dried up.

Author J.W. (Jim) Huebner has lived this story from both sides. He’s been the business owner teetering on the cliff of irrelevance, and he’s been the brand consultant called on to help companies find more relevance in their marketplaces. The Irrelevant Old Brand combines his experience in countless cases over the last 30 years into the story of a fictional CEO named Bob and his quest to save his failing business by re-discovering why it matters to his customers.

As a business owner or leader, you may be facing this reality now, or simply waking up in the middle of the night worried about how to protect against it. The Irrelevant Old Brand offers tangible advice for brands young and old, big and small on how to keep from falling into the same trap of irrelevance.