"A strong brand can signal quality and consistency to consumers in seconds - for example, Nike's ( ) swoosh for reliability or Apple's ( NASDAQ:AAPL ) apple for sleek innovation. It builds loyalty and drives sales without endless explanations. But branding has limits. It can't fix deeper problems like shifting tastes or outdated offerings. Even without scandals, irrelevance erodes value fast. Shoppers move on, leaving companies scrambling."
"Beyond Meat burst onto the scene in 2019 with a promise to upend the $1 trillion meat industry. Its Beyond Burger mimicked beef's sizzle and taste using peas and beets, drawing A-list backers like Bill Gates and Leonardo DiCaprio. The stock soared 800% after its IPO, fueled by vegan trends and fast-food tie-ups like McDonald's ( ) McPlant. Investors bet on a world ditching animal protein for climate reasons, projecting endless growth in a nascent $8 billion plant-based market."
Strong brands can rapidly signal quality and drive loyalty and sales, but branding cannot fix deeper problems such as shifting tastes or outdated offerings. Even without scandals, irrelevance erodes value and prompts consumers to move on, forcing companies to scramble. Previously high-profile names like Beyond Meat, GoPro, and Lucid Motors face fading demand and harsh financial pressures. Beyond Meat's sales peaked in 2022 then declined amid inflation, high premium pricing, health concerns, and competition; U.S. plant-based meat sales fell 19% in 2023. Beyond Meat reported Q3 2025 revenue down 13% to $70 million and a $111 million loss, with gross margins near 15% and net debt around $215 million despite cost cuts and partnerships.
Read at 24/7 Wall St.
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