Chuck's Big Comeback

The Chuck Taylor high-top shows how a brand can rise from the dead

According to the folks at Gallup, 20 percent of Americans believe in reincarnation. There’s no telling what portion of the sample works in marketing, but for those people, the belief rate should be higher. After all, we have at least one indisputable case of a brand living, dying and coming back as something entirely different: the Converse Chuck Taylor high-top. Brand reincarnation? “It’s brand morphing,” said Hayes Roth, CMO for global brand consultancy Landor Associates. “It often happens without any intended control. It’s usually how [consumers] interpret a brand and make it their own—and it’s a really amazing story here.”