BrandlandUSA: Since 2006, America's news authority on legacy brands and classic brands.

BrandlandUSA header image 4

Entries Tagged as 'Commentary'

What To Do Before You Discontinue a Brand

April 11th, 2017 · No Comments

Many companies, large and small, are faced with the idea that a brand name might die off, might have died off or be struggling. Macy’s killed off great brands like Marshall Field’s, Burdine’s, A&S, May Company, Foley’s and the like. They lost massive market share, and did not have to. Their company has tanked, and the […]

[

Tags: Commentary

Private Equity Should Adopt Orphan Brands

September 12th, 2013 · No Comments

Hai Karate Box for Cologne

NEW YORK – While private equity continues its long-running obsession with the high-tech sector—pumping cash into start-ups with zero history and names like Jive, Aerohive and Hadoop—one category has been woefully neglected and fully ripe for profit making today: a low-tech sector with more familiar monikers like Hai Karate, Modess, Di-Gel, Datril, Tegrin, Hidden Magic, […]

[

Tags: Commentary

Brand Fatigue From Artist Ben Luckinbill

February 16th, 2013 · No Comments


Graphic designer and artist Ben Luckinbill, son of Lucie Arnaz and actor Laurence Luckinbill, has posted a devastating critique of the current cultural obsession with brands, metrics, likes and conversion on his blog. Simply titled “I Am Not a Brand,” the post, also in audio, appears on his blog Ben Luckinblog. It asks the question […]

[

Tags: Commentary

Q&A: Toniq for Vintage and Classic Brands With Cheryl Swanson

April 6th, 2011 · 1 Comment

NEW YORK– The trend of vintage and classic brands continues unabated; consumers seem to have a large appetite for older, vintage brand names and classic brand images such as Throwback Pepsi, seen at right. We talked about the trend with Cheryl Swanson, Principal of the Manhattan-based branding firm Toniq LLC. Swanson has worked to revive […]

[

Tags: Commentary

What Makes a Brand Suitable for Revival?

March 15th, 2011 · No Comments

In recent weeks, I have had a number of business people contacting me to help them find old brands to revive. They are looking for help to find brands that still have the cachet that might be able to be brought back, often working off the 100 Brands to Bring Back list that BrandlandUSA has […]

[

Tags: Brandicide · Commentary · Zombie

Guest Column: What’s a Good Cosmetic Brand Ambassador?

October 4th, 2010 · 2 Comments

Robert Passikoff Brand Keys

L’Oreal recently announced a new addition to their roster of celebrity spokespeople, signing actress Julianna Margulies as a new ambassador and celebrity face for the brand. Ms. Margulies currently stars in the critically acclaimed TV series “The Good Wife,” for which she won a Golden Globe and SAG award for her portrayal of a loyal […]

[

Tags: Commentary · Health

Essay: The Basics of Naming

May 15th, 2010 · No Comments

Your name has been your name for as long as you’ve known you. At least that’s the case for most of us.between the ages of four and seven months, the neurons involved in name recognition kicked in, and you learned to recognize your own name. And so you learned the word or words that represent […]

[

Tags: Commentary

If and When the Jobs Don’t Come Back

May 10th, 2010 · No Comments

The employment picture is a fright, no matter how nicely the people at Bureau of Labor Statistics spin it. In the last year, my adopted home state of Florida lost nearly one million jobs, and we won’t get them back for years, even if the recession fades. The question I have been pondering is what […]

[

Tags: Commentary

Obscure Beloved Brands: Jasper Peanut Butter

April 17th, 2010 · 3 Comments

Brand managers and marketers like to think they do it all. But the reality is that adept brand manager of a legacy brand sees forces out there, and takes advantage of the goodwill. It is not always necessary to create demand; instead the best practice for an older product is to see what consumers are […]

[

Tags: Commentary · Grocery

Branding Medicine After the Healthcare Bill

April 1st, 2010 · 3 Comments

INGLEWOOD, Calif. – As the new 2010 Health Care Bill has been introduced and passed, medical professionals in addition to the general public have all said in unison – “ok, now what?” Many unanswered questions remain. People are still trying to understand the most important thing of all – how the healthcare bill affects them […]

[

Tags: Commentary