Teaching Old Brands New Tricks

Ever wonder what happens to brands that lie dormant for years?

Michael Reich, owner of Brands USA Holdings, just auctioned 170 product and corporate names and found out firsthand. It was a fascinating exercise.

Familiar name brands like Meister Brau, Braniff and Old Nick candy bars all sold, as bidders gathered at the Waldorf-Astoria in New York for the auction.

Collier's, the once-venerable weekly magazine that published the works of Hemingway, Cather, Lewis, Salinger and Vonnegut, shut down in 1957, sold as a trademark for $2,000 to John Elduff, a 20-year-old student (!) from Philadelphia.Continue reading...