Photograph by Andrew Bettles (New York Times)

In a recent piece for his column “Consumed”, Rob Walker poses an interesting question: Can a Dead Brand Live Again?

Not surprisingly, even long dormant brands have value. Brands such as Brim and Underalls still have high recognition even though they have been out of circulation for over a decade. When we reference successful “live” brands, we tend to think of aspirational brands like Apple and Harley Davidson and define their value in terms of iconic imagery or fiercely loyal customers. What is interesting about Rob’s piece is the idea of ‘brand acquiescence’, or a brand’s ability to help us make mental shortcuts in order to make purchasing decisions easier in categories that are either low involvement, low risk or where time is critical. It is one of the only articles on Brand from a mainstream source that can be valuable to people responsible for brands that don’t inspire the passion of a Miata or an Ipod.

Great brands don’t have to inspire passion. They can simply give us well timed teaspoons of confidence and good judgement in a frenetic world.