Stuart Elliott threw out a term that I hadn't heard in awhile today in his Advertising column in the New York Times: "Ghost Brand"
Here's how Elliott defines it:
Bromo Seltzer is among scores of consumer products known as ghost brands or orphan brands because they were once formidable powerhouses in their categories but are now forlorn. The brands were forgotten or neglected by their owners, typically giant companies that market dozens of products, then used as cash cows to raise revenue for developing newer, often more advanced brands.
Do you have any ghost brands in your portfolio?
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