Kodak, Nokia, Tamagotchi, etc. – Many brands that were once influential and successful have now lost their relevance. They failed to keep up with technological or social developments, did not recognize new needs, or simply lost touch with the times. In this course, we take a look at such brands and their products, place them in a new context, and rethink them.

The students independently selected a brand that is no longer relevant or, in their view, offers hidden innovation potential. First, they examined why the brand and its products are no longer relevant today. Then they identified the brand’s core – the actual idea or emotional meaning behind the brand’s origins.

Based on this core, students developed new product ideas that add value in today’s social, technological, and ecological context, solve current problems, and at the same time reinterpret the character of the brand.