Iconic Examples of Matriphagy in Marketing
1. Apple – Killing the iPod to Elevate the iPhone
Apple revolutionized music with the iPod. But when it became clear that smartphones were the future, Apple phased out its star product to avoid internal competition with the iPhone. The company essentially devoured its own best-seller before the market could do it for them.
This move wasn’t just brave—it signaled Apple’s identity as a forward-looking brand that prioritizes long-term relevance over short-term cash cows.
2. Adobe – From Boxed Software to SaaS
Once a leader in selling packaged creative tools, Adobe scrapped that model entirely in favor of a subscription-based cloud service. This wasn’t just product evolution—it was brand matriphagy. By eating its legacy model, Adobe opened up recurring revenue streams, gained deeper customer loyalty, and adapted to how creators actually work today.
This pivot wasn’t just strategic—it was brand-defining.
3. Old Spice – Burning the Past to Build the Future
Old Spice was once seen as a dated brand for grandfathers. But then came a complete brand repositioning—quirky campaigns, influencer marketing, and a meme-worthy mascot.
To appeal to younger consumers, the company had to obliterate its old image. That meant letting go of its classic positioning and even some traditional products to become a youth-forward grooming powerhouse.
4. Instagram – Embracing Reels to Stay Relevant
Instagram cannibalized its own image-first DNA by introducing Stories (a Snapchat clone) and later Reels (a TikTok copycat). It wasn’t subtle—it was survival. By doing so, it protected user attention spans and advertiser dollars. While it upset some core users, it helped the platform maintain cultural relevance.
And that’s the soul of matriphagy in marketing: shedding skin before someone else peels it off for you.
The Strategic Payoff of Matriphagy
What’s the ROI of killing your darlings?
- Control the narrative: When change is internal, you shape the messaging.
- Reclaim innovation leadership: You’re not reacting; you’re setting the pace.
- Future-proof the brand: Young audiences respect brands that evolve.
Yet, this move isn’t without risk. Brand matriphagy can alienate loyalists, disrupt revenue streams, and cause internal friction.
That’s why timing, transparency, and storytelling are everything.
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Up next: the signs that your brand might be due for its own act of matriphagy—and how to do it without losing your core identity.
