brand purgatory

Definition

The liminal state where a brand is neither thriving nor officially dead, stuck in endless committee meetings about whether to invest or divest. Corporate limbo for underperforming products.

Example Usage

Our protein bar line has been in brand purgatory for two years—nobody wants to kill it, but nobody will fund it either.

Origin

Marketing strategy terminology, 2010s

Source: Corporate brand portfolio management slang

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