Lessons from the rises and falls of well-known brands.

We examine well-known brands the way we examine yours: symptoms, diagnosis, treatment. Each case file looks at one brand on one date, with the numbers, the evidence and a downloadable report. Every file is written as of its date and is not updated afterwards.

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All case files

Every case file, newest first.

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Vans Brand Check-up: A Third of Sales Gone in Two Years

Vans revenue fell from $4.16 billion to $2.79 billion in two years. We look at the Americas slump, the wholesale reset and VF’s plan to turn the brand around.
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Intel Brand Check-up: A Famous Sticker, a Lost Lead

Intel shares had their worst day since 1974 after a dividend halt and deep job cuts. We diagnose how the Intel Inside brand lost its lead in chips and AI.
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Starbucks Brand Check-up: Fewer Visits, Fading Third Place

Starbucks brand check-up, August 27, 2024: falling visits, crowded mobile-order counters, a price war in China, activist investors and a new CEO from Chipotle.
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Toys “R” Us Brand Check-up: A Name That Outlived Its Stores

How a 2005 buyout, about $5 billion of debt and an early Amazon deal hurt Toys "R" Us, and whether the WHP Global revival gives shoppers a reason to return.
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Nike Brand Check-up: The Direct Bet That Gave Rivals Room

Nike shares had their worst day on record after a sales warning. We trace the fall to the direct-to-consumer push, tired classics and rivals On and Hoka.
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Peloton Brand Check-up: Built for a Boom That Ended

Peloton closed at $3.37 on June 25, 2024, 98% below its 2021 peak. We diagnose the boom-era overbuild, two recalls, CEO turnover and stalled subscriptions.
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Sears Canada Brand Check-up: Paying Out Instead of Investing

Our check-up on Sears Canada: prime leases sold, a $509 million dividend, four leaders in four years, then CCAA and liquidation. What growing firms can learn.
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Red Lobster Brand Check-up: Endless Shrimp, Rising Rent

Red Lobster filed for Chapter 11 on May 19, 2024. We review Endless Shrimp, the 2014 sale-leaseback, Thai Union’s exit and lessons for growing brands.
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Yahoo Brand Check-up: The Front Door It Gave Away

Yahoo was worth more than $125 billion in 2000 and turned down Microsoft’s $44.6 billion bid. Our check-up on how it lost its role as the web’s front door.
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Blockbuster Brand Check-up: Late Fees and a Late Move Online

Late fees, a disputed $50 million Netflix offer and a stalled Total Access program: the record of Blockbuster’s fall from 9,094 stores to Chapter 11 in 2010.
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Boeing Brand Check-up: A Safety Promise With Missing Bolts

Our Boeing check-up as of April 9, 2024: the Alaska 1282 door-plug blowout, the FAA cap on 737 MAX output, a planned CEO exit and a share price down about 32%.
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Bud Light Brand Check-up: How the Top Beer Lost Its Crown

Our check-up on Bud Light after the 2023 boycott: retail sales data, Modelo Especial taking the top spot, AB InBev's 2023 U.S. results and the response.
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