1 year 9 months ago
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Once upon a time, a brand was a pretty much permanent thing, something to say who owned livestock, or where goods had been made.
These days – and especially on this site – we use it to talk about intellectual property more than physical property, a popular franchise of games or the nebulous connotations consumers hold in their head about an actual product line.
And in that sense, a brand is very much impermanent. Hard to kill certainly, as Atari's continued existence reminds us. But not burned in flesh or set in stone. Brands adapt to the times, they are routinely refreshed, reinvigorated, and re-sold to audiences in a variety of guises, some paying wonderful homage to their origins, and others less so.