💫 Fallen-Star brands: how to reclaim market share

Not every strong brand manages to stay on top forever. Markets shift, consumer preferences evolve, and competition gets fierce. Many once-iconic brands find themselves in this situation. We call them fallen-star brands—brands that still have recognition, equity, and potential but need a strategy to reclaim their place in the market.

The good news? Revival is absolutely possible. But in our experience at PAN CON TOMATE, turning a brand around takes more than just a new marketing plan. We’ve seen firsthand what truly unlocks growth.

An important overlooked success factor? A mentality shift—ditching corporate complacency and thinking like a challenger brand. This means a no-nonsense roadmap focused on execution, not just inspiration and a leadership team that embraces disruption, agility, and bold moves.

Too often, struggling brands try surface-level fixes—new ads, packaging tweaks, influencer campaigns—without addressing the core issues. 

Real revival requires a strategic reset:

1. Reassess the brand’s core value propositionWhat made you great in the past may not cut it today. Brands must redefine their relevance based on current consumer needs, market shifts, and competitor moves.

2. Find the fastest route to impactA full rebrand isn’t always the answer. Smart, high-impact shifts create momentum fast.

3. Align the organization for changeEven the best strategy will fail if teams are stuck in an old-world mindset. Challenger thinking means removing internal roadblocks, building confidence, and acting with urgency.

The challenger mindset wins.

Legacy brands don’t reclaim leadership by playing it safe. They win by acting like disruptors—nimble, bold, and focused. Have you seen a fallen-star brand make a great comeback? Let’s discuss! 🍅