With the S 500 Index up 14% in 2023, it has been a surprisingly good year for many of the stock market's biggest names. However, two of the most well-recognized brands in the United States -- Nike (NYSE: NKE) and Hershey (NYSE: HSY) -- have not joined in on this fun. These two businesses have not only missed this rise but have seen their share prices decline by 22% and 10% this year, respectively, leaving them well below their 52-week highs.

So, have these two iconic brands finally run out of marketing steam -- or is this drop a blessing in disguise? Here's why I'm thinking the latter.

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Source Fool.com