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RM Sotheby s/Patrick Ernzen
No, that’s not a typo, it’s Packard that’s for sale, not “a Packard.”
Did you know that there are holding companies that specialize in reviving what are known as “distressed brands,” which is to say, brand names that due to either corporate error or neglect are no longer top-shelf goods? That’s because brand equity lasts forever. There are hundreds of millions of people born after 1966, when the nameplate was last attached to newly assembled automobiles (in either Canada or Israel, it’s a complicated story), who recognize the name Studebaker. Likewise, although the Beatles’ hairstyles may have made men’s hair products uncool for half a century, plenty of baby boomers remember Brylcreem and its slogan, “A little dab’ll do ya!” People also still remember the humorous Burma Shave roadside signs, which may mean there’s an opportunity to be had; that brand’s longtime competitor, Barbasol, has been reju ....

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