Innovation: Brands created during recessions

innovationThe March 2, 2009 issue of Canadian Business magazine has an article entitled "The Pipeline" which provides managers and execs ideas on leading during tough times.

While the article is good, what caught my eye was a list of brands created during recessions. It's fantastic when companies can turn difficult times into an opportunity to find a new competitive advantage, and lead their way back into profitability.

Here's the list:


  • GE
  • Kraft
  • Disney
  • FedEx
  • Microsoft
  • iPod
  • Campbell's soup
  • Crest Whitestrips
  • People magazine
  • Loblaw's PC Brand


I've mentioned before that I've been through 5 "corporate restructurings" which varied from companies running out of money and shutting down to being bought and revamped entirely. Out of the 5, I lost my job 4 times. It would have been nice to see some of those companies continue to innovate instead of crashing and burning. At least the prospect of being laid off doesn't scare me anymore! :)