Can ghost brands be brought back to life? One company thinks so
Posted by: in Companies Competitive StrategyFiled under: Competitive strategy, Marketing and advertising
A few days ago, something — I don’t remember what — reminded me of one of best parts of going back to school when I was a youngster in the early to mid-1990s: the Trapper Keeper.
I hadn’t seen one in years, but a swift internet search revealed that while Mead discontinued the product, it reintroduced a new version of the Trapper Keeper in 2007. I might have to get one. So that got me thinking about old brands that I miss and I wondered: Companies spend millions to develop brands into household names only to discontinue them after a rough patch or merger. Might there be some value in the brands — even years after they’ve been removed from shelves.
Turns out I’m not as creative as I thought. A cool company called River West Brands does nothing but acquire, incubate and launch long-dead brands. The current portfolio includes Coleco, Salon Selectives, and Brim coffee. The company also acquired — and has since relaunched and sold — other brands including Nuprin and Structure.
Rob Walker’s feature story for The New York Times Magazine takes a look at River West, and it’s one of the best business stories I’ve read this year. It’s a fascinating look at reviving brands, marketing, and the tricks our minds play on us that make us remember products we’ve never seen before fondly.
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