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 Young men saw it as their grandfather’s deodorant—outdated and uncool.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.