When a brand can't be saved

Nick sent me this article recently about Microsoft's brand deficit and it reminded me of the work on Channel 4's Big chef takes on little chef show, in which attempts are made to turn around a little chef, including updating the design and branding of it's 'restaurant'. It also reminds me of McDonald's attempts to save its dying brand with updated design work on its interiors and packaging.

When i think of these attempts to revive brands like Microsoft, Little Chef and McDonalds i can't help but wonder. Are some brands beyond saving?

Will we ever feel content with eating at McDonalds? Will we ever be impressed with something Microsoft does? It's a sad thought, but perhaps some of these brands have simply run there course. Perhaps they no longer have a place in our society and should be laid to rest.