Episode 36: Brand Comebacks - Bonds, Crocs and the Business of Staying Relevant

Some brands disappear. Others just go quiet. In this episode, Steph Quantrill and Ben van Rooy unpack the real mechanics behind brand comebacks. From failed revivals like Georgie Pie to cultural reinventions like Old Spice and Bonds, this is a forensic look at timing, culture, and brand equity. The importance of knowing what to bring forward and what to leave behind.What You’ll Learn in This Episode• Why nostalgia opens the door but doesn’t keep customers in the room • How dormant brand equity holds value and when it disappears • Where brands go wrong when they try to revive past success • Why relevance matters more than memory when targeting new audiences • How timing and culture determine whether a comeback lands or flopsBonus Nuggets• Why Georgie Pie proves demand doesn’t equal sustained success • How Bonds used Robert Irwin to engineer cultural relevance at scale • Why Old Spice rebuilt a category by shifting usage not just messagingCall to ActionIf your brand is fading, the question isn’t how to bring it back, it’s whether there’s anything worth bringing forward.Resources mentioned• Georgie Pie • Bonds • Old Spice • Tui • AllbirdsConnect with the creators, and hosts mentioned:• Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ • Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/Explore more from Canned:• Canned the Marketing Podcast: www.cannedmarketing.com • Cue Marketing: www.cuemarketing.co.nz • Human Digital: www.humandigital.comTimestamps00:00 Intro to comeback brands 05:23 Coachella and brand activations 11:33 Why comebacks are trending 13:55 Types of brand comebacks explained 14:34 Georgie Pie rise and failed revival 19:14 Bonds and cultural relevance play 23:39 Old Spice reinvention case study 28:25 Brand equity and what actually lasts 30:36 Why Tui struggled to revive success 32:23 Allbirds and extreme repositioning 35:03 Culture, timing and Y2K fashion returns 36:32 Crocs and accidental relevancewww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin