Brand Resuscitation

The New York Times reports that a company called River West in Chicago has begun quietly buying up brand names of once beloved products. Names like Brim ("fill it to the rim with Brim!"), Underalls, and Quisp cereal are starting to make a come back on a store shelf near you. 

This strategy is based on the insight that just because a $40BB company like Unilever or Anheuser-Busch can't sustain a smaller brand like Nuprin or Eagle Snacks doesn't mean that there isn.t still lingering brand equity in the market place that can be tapped to create a resuscitated brand presence. 

In fact, River West did research that showed, for instance, that Brim coffee still has over 90% aided awareness in the market despite being off shelves for over a decade.