What happens to a brand deferred? A lot of them, it turns out, get bought by River West, a small Chicago company that's acquired such recognizable defunct brands as Nuprin, Brim, Coleco and Underalls.
Why? Because consumers already know them-they have equity-and building that for a new brand takes a lot more time and money than simply bringing back an old one.
While River West has
yet to do much with many of the brands it has picked up, it is the reason you can buy Nuprin again, and it played a role in the revival of Eagle Snacks. Rob Walker takes a look at the company and the
process of bringing a dead brand back to life.
Read the whole story at The New York Times »