Brands come and brands go… A lot of effort, blood sweat, tears and money is put in building brands. They often appeal to generations of people. Kids grow up with them making them part of their life. In some cases even acting as role model. Until they are found to be no longer useful. Obsolete. Or the company/organisation is simply no longer viable.
What happens to those Lost Brands? Who ownes the brand now? What to do with a Lost Brand? Is it smart to revive a brand and when is the timing right?
I believe that for anyone involved in marketing, advertising and building brands, the questions on the history of Lost Brands and the answers to these question are essential while building the next generation of brands.
My personal favorite Lost Brand is Pan American World Airways, better known as Pan Am. It was the principal US international air carrier from the late 1920s until its collapse on December 4, 1991.
For me the brand name still stands for; positive, endless possibilities, global, adventure. No other Airline has in my opinion been able to create this feeling.
Just a grab of Pan Am ads:
You can still find these bags in thrift and trendy shops:
The late 1970’s slogan: “America’s airline to the world” still gives that friendly, hospitable, giving you the opportunity, feeling. A shame this brand is now fallen to be a… railway.
For all those who are interested in “Lost Brands” I established a group on Linkedin. You are welcome to join: Lost Brands.
according to Pan Am wiki:
The Pan Am brand was resurrected four times after 1991, but the reincarnations were related to the original Pan Am in name only. The first operated from 1996 to 1998, with a focus on low-cost, long-distance flights between the U.S. and the Caribbean with the IATA airline designator PN. The second was unrelated to the first and was a small regional carrier based in Portsmouth, New Hampshire, that operated between 1998 and 2004. It used the IATA code PA, and the ICAO code PAA.
Boston-Maine Airways, a sister company of the second reincarnation, operated the “Pan Am Clipper Connection” brand from 2004 to February 2008. Since 2006, the Pan Am brand, colors, and logos have been used by Pan Am Railways, a regional railroad operating in northern New England. Boston-Maine Airways, Pan Am Railways, and the second reincarnation of Pan American Airways were owned by Pan Am Systems. A domestic airline in the Dominican Republic, descended from the company’s first reincarnation, continues to trade as Pan Am Dominicana.
A former Maine Central boxcar painted in the new Pan Am Railways livery in 2005In 1998, Guilford Transportation Industries, a shortline operator of railroad lines assembled from the routes of now defunct railways chiefly in New England, purchased Pan American World Airways and all related naming rights (Pan Am III). The railway is now operated as Pan Am Railways