LOS ANGELES – The brand-licensing agency Global Icons is now representing the fashion brand Camp Beverly Hills. Originally launched in 1977, the first store was located off Rodeo Drive. Throughout the 1980s, the brand expanded and was sold in major department and specialty stores nationwide. At its height, Camp BeverlyMORE HERE

BOSTON – WGBH is the most noted high-culture brand in the United States. Yesterday, they changed their logo to a cutesy, street nickname, GBH. WGBH’s television programs, syndicated by the Public Broadcasting Service across the U.S., were and are cultural landmarks as well-known as Boston’s Old North Church. WGBH broughtMORE HERE

STURDEVANT, Wisc. – Blame it on COVID-19? And say goodbye to another glorious piece of America. This time it is the Evinrude outboard motor, since 1907 a part of U.S. boating life ever since its invention by Ole Evinrude. If American outboards had personalities, Mercury was the speedy one, EvinrudeMORE HERE

May 3, CBS is bringing back movies. Precisely CBS Sunday Night at the Movies. CBS announced plans to bring back Sunday movies featuring five films from their sister Paramount Pictures library. They include Forrest Gump, Indiana Jones and the Raiders of the Lost Ark, Indiana Jones and the Last Crusade,MORE HERE

Eastern airlines new livery

NEW YORK – The Eastern Airlines brand is taking another trip. Eastern was once once of the best-known carriers in the U.S., filing for bankruptcy in 1991. Later, the name was acquired and revived, only to fold again. This January, a new group revived the brand. The first flight wasMORE HERE

The mid to late 20th century was the era of mass marketed snack cakes; national brands like Hostess were the best-known, but there were others including Drake’s Cakes (1896), Philadelphia’s Tastykake (1914) and the nobly named Dolly Madison. Dolly Madison began in 1937, and was formerly owned by Hostess’ thenMORE HERE

Whenever possible, companies should keep these corporate names in the active column. Instead of confusing the consumer, they are a valuable hidden link to the past that most don’t notice, but trigger memories in some. Use the company name on a product, or on a tee-shirt, or on a division. Try out a new product, a risky one, with the old name on it.MORE HERE

Benrus Watch the Sea Lord

The historic U.S. watch brand Benrus has a new owner, and a new lease on life, after a failed revival by a Rhode Island entrepreneur. Investor Michael Sweeney, assisted by former Bulova exec Michael Goeller, is reviving the brand, which was founded in 1921. The current effort follows the unsuccessfulMORE HERE

The idea of reviving the brand fits well with a continued interest in the antique car brands of the U.K. While many United States brands have died, Chinese and Indian companies have shown an interest in British history and autos. SAIC revived the MG in 2008, and Tata Motors of India is the parent of the British company Jaguar Land Rover Automotive PLC.MORE HERE