“Brands are fragile and they fail. Sometimes brands that are loved are also least liked. No brand is stable–they’re either rising or declining."

In an article on American brands, Forbes cited the new book by BCG's Michael Silverstein, Rocket: Eight Lessons to Secure Infinite Growth. Silverstein explained: “Brands are fragile and they fail. Sometimes brands that are loved are also least liked. No brand is stable–they’re either rising or declining."

Forbes