• Brandweek, Wednesday, March 22, 2006 6:30 PM

Founder of Chicago-based RiverWest Brands, Paul Erle is in the business of creating brand Lazaruses--breathing life into old names like Nuprin, a moniker once signifying a pain reliever and now being slapped on products ranging from a sore throat spray to a nasal decongestant inhaler to an arthritis cream. Next Erle will resurrect the coffee brand Brim and the women's apparel retailer Bonwit Teller. There's an art to such brand magic, according to Brandweek, quoting Jeffrey Himmel, chairman and CEO of the Himmel Group, a New York firm that brought back Ovaltine Chocolate Drink Mix, Doans Pills and Breck Shampoo: "You need to find a brand that has more than heritage or recall with consumers. Any brand has to answer the question from the consumer of 'What's in it for me?'"

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