BizSugar.com › Strategy › How to Reinvent a Dead Brand

Rescuing a dead brand and nurturing it back to life is a special kind of business art that requires enterprise, vision and a bit of psychological savvy. Building a brand from scratch is easier, but it lacks the historic richness and recognition of a long established brand. Brands with history are already embedded in the public consciousness; whether memories are bad or good, the presence of any memory can be a marketing boon...