There’s a nice article in my hometown newspaper, the Chicago Tribune, titled Reviving Brands That Aren’t Quite Forgotten. The focus is on persons who acquire old brands in order to capitalize on the instant name-recognition and associated consumer trust, especially in the “value” market segment. It is a nice reminder, especially in light of the Hostess bankruptcy, of the advantages a well-developed brand has over no-name, generic counterparts. But, as the article notes, one can just sell nostalgia.
“You have to make the product relevant today,” said Ellia Kassoff, chief executive of candy maker Leaf Brands in Newport Beach. “I don’t want to sell to the dead.”
Please see the complete article here.