Breathing Life Back into Ghost Brands
In the latest New York Times Magazine, Rob Walker offers an interesting study of dead brands and the tricky science behind their resuscitation. Names like Underalls, Salon Selectives, and Brin are all familiar to a lot of shoppers despite having become ghost brands years ago. Many of them, Walker points out, didn’t end up in the graveyard for lack of popularity or performance, but rather because they were acquired by larger companies who chose to phase them out. But many of these names are still remembered fondly – and sometimes falsely – for their brand values, their ads, their unique attributes.