Summary of And The Brand Played On
How Yesterday's Tech Icons Live On Through Licensing Deals
Fast Company, 2016
At the crossroads of brand recognition and nostalgia, you find a thriving licensing industry.
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, and
- How nostalgia and street “cred” can benefit an older brand.
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