Flipping the Script: How Brands Turned Their Biggest Problems into Profits

Every great brand faces a crisis at some point. But instead of folding, the best companies turn their biggest problems into billion-dollar opportunities.

Old Spice: From Old Men’s Cologne to Viral Sensation

By the early 2000s, Old Spice was a fading brand. Young men saw it as their grandfather’s deodorant—outdated and uncool.

• The Strategy: Old Spice completely rebranded in 2010 with over-the-top, absurdly funny commercials featuring a confident, hyper-masculine lead. The “Man Your Man Could Smell Like” campaign went viral, making Old Spice relevant again.
• The Result: Sales skyrocketed, giving Old Spice a 35% market share in the men’s grooming industry.

Lego: From Obsolete Toy to Entertainment Giant

Lego dominated the toy industry for decades, but in the 1990s, screens took over, and kids lost interest in building blocks.

• The Strategy: Instead of fighting the digital wave, Lego embraced it. They partnered with global franchises like Star Wars and Harry Potter, launched video games, and produced their hit movies.
• The Result: Lego turned its brand into a multimedia empire, pulling in $9 billion annually.

Amul: The Dairy Crisis That Created an Icon

India’s dairy industry struggled post-independence, with shortages and inefficient production. Farmers lost money, and imports dominated the market.

• The Strategy: Amul revolutionised dairy farming in India with a cooperative model, ensuring fair prices for farmers while producing high-quality dairy products. Their branding, led by the iconic Amul Girl ads, made them a household name.
• The Result: Today, Amul is India’s largest dairy brand, with annual revenues exceeding $8 billion.

Netflix: When Hollywood Turned Its Back

Netflix started as a DVD rental service, then shifted to streaming in 2007, relying on content from major studios. But as streaming grew, those studios pulled their best shows to launch their platforms.

• The Strategy: Netflix bet big on original content, creating blockbuster hits like Stranger Things and The Crown, making it less dependent on third-party studios.
• The Result: Netflix now produces some of the most-watched shows in the world, with 260+ million subscribers.

Asian Paints: From Seasonal Business to Year-Round Giant

Paint sales in India were highly seasonal, as people only painted homes before festivals or significant events.

• The Strategy: Asian Paints introduced weatherproof paints, automation in colour mixing, and year-round promotions to encourage regular home makeovers. They also built an extensive distribution network.
• The Result: Asian Paints became a $12 billion company and India’s undisputed paint leader.

Nintendo: Losing the Gaming War, Winning the Casual Players

By the early 2000s, Nintendo lost hardcore gamers to PlayStation and Xbox. Their consoles couldn’t compete in terms of graphics or power.

• The Strategy: Instead of battling for hardcore gamers, Nintendo pivoted to the casual gaming market. They launched the Wii, targeting families and non-gamers with interactive, motion-based gaming.
• The Result: The Wii became one of the best-selling consoles, shifting over 100 million units.

Zomato: A Restaurant Guide That Became a Delivery Giant

Zomato started as a restaurant discovery platform, helping users find good places to eat. But as competition increased, they needed a way to stay relevant.

• The Strategy: They expanded into food delivery, cloud kitchens, and grocery services. Their marketing—witty social media posts and viral campaigns—kept them in the spotlight.
• The Result: Today, Zomato delivers 1.5 million+ orders daily, dominating India’s food delivery market.

The Key Takeaways

Your biggest problem today could be your most significant success tomorrow.

• Reinvent your brand – Old Spice went from outdated to viral.
• Expand your market – Nintendo shifted to casual gamers.
• Own the disruption – Netflix created its content empire.

A crisis is just an opportunity waiting for a bold move. 💡