Summary of And The Brand Played On

How Yesterday's Tech Icons Live On Through Licensing Deals

Fast Company,

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And The Brand Played On summary
At the crossroads of brand recognition and nostalgia, you find a thriving licensing industry.

Rating

7 Overall

6 Applicability

8 Innovation

7 Style

Recommendation

Your nostalgia for a brand you used as a child can influence your buying decisions today. Tech journalist Ross Rubin explains how well-known companies that went under, failing to adapt their business models, are now bobbing up again as mere brand names which they license to new products. getAbstract recommends this article to marketers looking for new ideas, executives who would like to see brand value in action and consumers who are curious to understand why their favorite brand reappeared on the store shelf.

In this summary, you will learn

  • How the Polaroid brand re-emerged
  • How Technicolor marketers sharpen the image of former electronics giant RCA
  • How nostalgia and street “cred” can benefit an older brand
 

Summary

Brand licensing plays a role in the marketing of many retail products, including furniture, food and apparel, but a new form of licensing in the electronics and technology industries is emerging: Companies use licensing to draw on brands that used to be significant but are now “defunct.” Brand managers...
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About the Author

Ross Ruben has written about technology and innovation in the consumer market for 20 years. He founded Backerjack and is a senior analyst at App Annie.


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