Brands come and go … and sometimes, they come back. A dead brand doesn’t have to stay dead forever. If they can fill a void in the marketplace, if they’re remembered fondly by consumers, they can still generate loads of money – just look at BMW’s updated Mini and the Star Trek franchise for examples.
But under what conditions should a marketer propose resurrecting a brand, and how can they keep them alive? Mark Thomann, CEO of acquisition and turnaround specialist River West Brands, offers insight from his own experiences. Thomann is a featured source in Marketing News’ October 15th feature story “Dead Brands Rise Again.”