Strategic Marks, an Irvine-based startup, is on a mission to breathe new life into dead marks. Its website declares that the company’s goal is to “revive … long-lost brand names,” and then to “re-launch and re-establish” them through in-house brand development and licenses.
Well-known brands that have fallen out of use — such as ATARI and TWA — are known in the trade as “dead” or “zombie” marks. Now the problem with zombies is that you never know when they’re really dead. Just when you think they are, they sneak up behind you and try to tear you apart and eat you. That’s what has happened to Strategic Marks, though not literally.
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