Collins outlines five stages of decline: Hubris Born of Success, Undisciplined Pursuit of More, Denial of Risk and Peril, Grasping for Salvation, Capitulation to Irrelevance or Death. He makes the point that great companies can fall "even if engaged in energetic and ambitious activity"... (Emphasis mine)
This is from Jim Collins who wrote Good to Great and Built to Last (together with Jerry Porras).
It is quite interesting how it captures - in very simple terms and 'stages' - the history of some companies.
If I look at the financial industry, this could very well be the same trends that occurred. The same is true of "idols".
This could very well be the same of brands.