The Irrelevant Old Brand: A Business Fable about Taking Your Brand from Mediocre to Must-Have

BEGIN THE QUEST FOR GREATER RELEVANCE 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 c...