http://www.nytimes.com/2008/05/18/magazine/18rebranding-
t.html Marketing, branding, and memory, told around a company called River West that acquires the intellectual property around “dead” brands: “In most cases we’re dealing with a brand that only exists as intellectual property … There’s no retail presence, no product, no distribution, no trucks, no plants. Nothing. All that exists is memory. We’re taking consumers’ memories and starting entire businesses.” Why we trust brands, even when it’s just their name that is licensed: “What you’re trusting is Stanley’s recognition that a badly made ladder with the Stanley name on it could be highly damaging to the Stanley brand. You are trusting Stanley’s recognition of the value of its brand and its competence in defending that value.” 16:02