Ed Cotton: The End Of Obsolescence: Branded Refurbishing/Updating Centers

While most categories demand obsolescence, perhaps too many corporations and brands are only too willing and eager to let their customers give up on the products too fast and send them to landfill.

While most categories demand obsolescence, perhaps too many corporations and brands are only too willing and eager to let their customers give up on the products too fast and send them to landfill. Clearly, there’s a long-term sustainability issue with this, but also there’s no real alternative, but what if there was?

I recently read about BMW’s Classic Car Center, that restores back to working condition old BMW’s and even Minis. It’s a nice added touch for a brand that’s manufactured a number of iconic models that it’s owners love and cherish and want to keep in working order. It’s likely to be a premium service and used by a tiny fraction of BMW owners.

What if brands could build up a scalable business re-furbishing their old products, and added a layer to this idea by making modular products that could easily be updated and modernized at these centers?

Think of the categories that could be impacted beyond automobiles to fashion, furniture, computers, cellphones, gaming systems, etc…

This would be a radical change in the way we think about consumption and although a whole industry exists to refurbish, re-sell and repair old products, it’s not branded and at the forefront of the brand experience. if brands were to get behind it and support and create the infrastructure, it would create a whole new brand relationship.

(Continue reading here.)

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights

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