DieHard, the former Sears brand, is back at Advance Auto stores across the nation. A DieHard commercial ran on the recent Packers/ Tampa Bay game, taking characters from the original Die Hard movie, and reprising them in an ad with original stars, including Bruce Willis. The plot begins with JohnMORE HERE

ATLANTA – We caught up with licensing expert Pete Canalichio to answer a few email questions about the current licensing climate. BrandlandUSA: What opportunities are companies missing in the licensing of brands? Canalichio: The biggest opportunity in my opinion is that there are so many companies out there with greatMORE HERE

LONDON – We happened upon the Brand Licensing blog of Adam Bass of London. He reports that his company, Golden Goose, is licensing the imagery and icons of the London Fire Brigade. This is fascinating, as there are so many municipal fire, police and rescue companies that have long histories,MORE HERE

Frank Zappa and Randy Jackson CLYDEBANK – O.K., so there’s Fox, Coke, Ford, Ritz, Pledge, Simply Orange, Herbal Essence and the Kodak Theater. But what other brand was on the first outing of this season’s American Idol? It is Radio Clyde 261. Randy Jackson was wearing a Radio Clyde 261MORE HERE

When a brand goes into decline or a company purchases another company, older legacy brands often get lost or neglected, even when there is value and bankable goodwill. While some names are worth killing off, there is enormous value in many older legacy brands. What is a company to doMORE HERE

Here at BrandlandUSA, folks love the brand extension. Not only does it provide exposure for old brands, it helps give the aging “legacy” brand a new chance at relevance. Sometimes, the old uses for brands disappear. Witness McCall’s, which disappeared as a magazine when it was renamed Rosie. But McCall’sMORE HERE

On the re-naming process, when advertising folks gather in a room and cook up words, run them by trademark attorneys and focus groups, massage them with art direction, and bill companies for hundreds of thousands of dollars. They then send out all sorts of brand rules, and make folks onMORE HERE