These companies have built powerful brands that would be seriously missed if they ceased operations. By the end, the value of the TWA brand had diminished only to the route it flew – which were easily replaced.Ĭompare that to what would happen if Southwest closed its doors. Louis, TWA went from dominating the airport to a fleeting memory in just a decade. But hit by the pressures of de-regulation, the airline suffered through bankruptcies and was eventually acquired by American Airlines, which quickly discarded the brand name. Remember TWA? Once the largest domestic airline, TWA introduced many ground-breaking developments and embodied the glamour of air travel. Even many large corporations are easily forgotten - like those in the airline industry.
Thousands of companies come and go every year, barely leaving a trace of their existence. Would journalists write headlines heralding your past achievements, or would their stories simply add you to a list of bygones? Would analysts express disappointment or would they point to indicators that made your death predictable? Would employees wonder how it could have ended, or would they have known it was inevitable? Would customers mourn your passing, or would the demise of your brand go unnoticed? What would happen if your company ceased to exist?