Zombie Brands: The Science Behind Undead Market Icons

- A Halloween monster-mash co-authored with Tatiana Astray, Ana Babic, Anton Siebert, and Ela Veresiu of the Schulich School of Business marketing department When companies and products die, their brands often live on. From Napster and Pan Am to Woolworth and Mister Donut - zombie brands abound. They have been resuscitated, redefined, or kept alive by unusual means. However, zombie brands are not all made from the same cloth. Some are brought back as nostalgic fashion icons, others have been sus...