Strong brand, weak market: Rolodex

The Wall Street Journal has an article about executives clinging to their old fashioned Rolodexes. (Rolodex is the top brand in rotary card files and everybody refers to them by that name, demonstrating the brand's strength.) It's a way of showing social status apparently.

Despite the loyalty of some users, sales of rotary card files appear to be trending down. The question is, can Rolodex continue to be a strong brand even when demand for the product is declining?

I think so.

The issue is what brand characteristics make Rolodex stand out and how Sanford (the company that owns Rolodex) can leverage those.

I would suggest that those charcteristics are tangibility and visibility.

Sanford could go back to manufacturing the monster size Rolodexes in strong materials like titanium steel. It could make accessories for the Rolodex. And it could even make a custom business card business to go along with the Rolodexes.

Just because technology has advanced, doesn't mean there aren't still customers for paper and pen.

About

Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.