重振老字号-----怀旧带来利润
Bringing back a well-known brand can save millions in upfront marketing, while the name recognition captures attention in a crowded marketplace.
重振一个知名品牌可以节省数百万作为品牌前期营销的费用，因为品牌名称能在拥挤的卖场中吸引视线
Image credit: Photography by Marc Royce
JASON DALEY
JUNE 14, 2014
From the May 2014 issue of Startups
Ellia Kassoff was in line at a bagel shop last year when a woman behind him began screaming at the top of her lungs. When he turned, he saw the woman, who looked to be about 50 years old, jumping up and down, pointing at him. "Oh my god, where did you get that shirt? That's my favorite candy!" she shouted. It took Kassoff a moment to remember he was wearing an Astro Pops T-shirt. "Oh, I make them," he said of the candies. He got a box of Astro Pops out of his car and gave it to the woman, along with his business card. "You have no idea how important this candy is in my life," she told him.
2013年的某一天，艾利尔.卡索夫正在一家大型商场排队结账。此时，站在他身后的一位女士发出了尖叫声。他转过身，看见这位年约五旬的女士正激动地用手指着他。“噢，天啦，你从哪儿买到这件衬衫的？上面印着我最喜欢的糖果品牌.”女士大声说。片刻之后，卡索夫才记起他当时正穿着一件印有Astro Pops的衬衫。“噢，这种糖就是我的公司生产的。”随后，卡索夫从他的车里拿出一罐糖，并附上一张名片一起给了这位女士。女士对他说：“你不知道这糖对我的生活有多重要！”
That's just one of dozens of stories Kassoff, CEO of Newport Coast, Calif.-based Leaf Brands, has to tell about reactions to his revival of Astro Pops, the rocket-shape suckers introduced in 1963 and discontinued a decade ago.
卡索夫----美国加州叶牌旗下纽波特海岸一家公司的CEO。前面这个故事只是卡索夫讲出的许多个故事中的一个。这些故事说明了他为什么要重振Astro Pops这个品牌。这是一种诞生于1963年的食品，呈火箭形，可以吸着吃。2004年起停产。
Anyone who lived through the Twinkie scare of 2012--when Hostess Brands filed for bankruptcy, and the production of Twinkies and other iconic treats was halted for about six months--knows the pang of losing a beloved brand. But smart entrepreneurs have realized that many brands left by the wayside are still viable, primarily because they never lost the goodwill and passion of consumers.
每一个经历过2012年“甜点危机”的人都知道不能再吃到自己喜爱品牌的甜点有多令人难过！这一年，堪萨斯城的糕点品牌Hostess Brands破产，其生产的奶油蛋糕和其他经典糕点停产六个月。但是，精明的生产商早就意识到彼时无人问津的品牌依然有着生命力。根本的原因就在于，这些品牌从来不缺乏消费者的期待和热情。
Recently, entrepreneurs and investors have revived (or are in the process of relaunching) Eastern Air Lines, Brim coffee, Sharper Image, Chipwich ice-cream sandwiches, Tender Vittles cat food and half a dozen archetypal beer brands. Magic Johnson is even reportedly rebooting the Soul Train TV show.
近来，企业家和投资商们已（陆续）恢复了（或正在重启）东部航空，Brim咖啡，Sharper Image，Chipwich冰激凌三明治，猫粮品牌Tender Vittles和十几个美国本土啤酒品牌的营运。甚至有报道说，曾效力于美国湖人队的球星---魔术师约翰逊也正在重启Soul Train TV show这档综艺节目。
"Old brands--brands that have withstood the test of time and brands that have been enjoyed across generations--are wonderful things," says Mickey Marks, managing director of Port Chester, N.Y.-based Lisa Marks Associates, a marketing and licensing agency that handles many revived nostalgia brands. "There are times when the creation of an entirely new brand may be in order--but it is often advantageous to leverage the equity of an established, well-known brand that people remember."
“老字号是指那些经受住了时间检验，被几代消费者所喜爱的品牌。他们都是精品。”纽约丽莎商标协会切斯特港的经理米奇.马克思如是说。这是一家营销及注册代理机构，处理了多家老字号的重启。马克思接着说：“老品牌退市，接下来便是新品牌的创立。虽不乏时机，却不如借力于老品牌的影响更具优势。”
Reviving a well-known brand can save millions of dollars in upfront marketing costs that can be used in other areas of the business. And, Marks contends, name recognition makes it easier to capture attention in a crowded marketplace, especially if customers remember the brand fondly.
复原一个耳熟能详的品牌可以节省作为前期营销成本的数百万美元资金，这些省下来的钱可以投入到其他的商业领域。此外，马克思还认为，在商品众多的卖场，品牌名称更易于吸引消费者。尤其是当消费者牢牢地记得这些品牌时。
Memories are what led Kassoff, a corporate recruiter with a marketing background, to get into the candy business. Astro Pops were his favorite candies as a kid, and as he grew up, he continued to buy boxes consistently.
是记忆带领卡索夫，这位干营销出身的公司老板投身甜点事业。孩提时的他最喜爱的甜点就产自Astro Pops。成年后，他依然不间断的购买它。
Indeed, Astro Pops were once wildly popular--especially during the space race of the 1960s. But over the years, as the brand changed hands, new flavors were added--even the iconic rocket shape was altered. And by the early 2000s, Kassoff noticed they were getting harder and harder to find.
事实上，Astro Pops曾一度风靡，尤其是上世纪六十年代太空竞赛期间。但历经数载，公司老板几易其手，新的口味被添加进来，甚至标志性的火箭形糖果也被改变了。到2000年初，卡索夫发现已经难觅其踪。
Turns out Spangler Candy, maker of Dum Dums lollipops, stopped production of Astro Pops back in 2004. In 2010, after years of negotiating, Kassoff acquired the formula, trademark and marketing materials from Spangler.
生产出Spangler 糖果和Dum Dums棒棒糖的Spangler糖果公司在2004停止生产Astro Pops糖果. 经过几年谈判，卡索夫在2010年取得了Spangler公司的配方，商标和销售渠道。
"It was the greatest feeling in the world signing that contract and knowing the next day I would wake up and own my favorite candy," he says. "It's like owning your favorite sports team."
卡索夫说：“签下这份合同，知道明天醒来就将拥有自己最爱的糖果时的那种感觉棒极了！就象拥有你最喜爱的球队一样。”
Kassoff hired a manufacturer and restarted production. Slowly but surely, Astro Pops made their way back onto store shelves. By then, Kassoff had caught the revival bug. In 2011 his company, Strategic Marks, obtained the trademark for Leaf Brands. Leaf, founded in the 1920s, had invented Whoppers, Milk Duds and Jolly Ranchers before it was sold to Hershey in 1996.
卡索夫雇佣了生产商重新开始生产。渐渐地，Astro Pops毫无悬念地出现在了商场的货架上。到那时，卡索夫就已经拯救了Astro Pops。2011年，卡索夫的公司Strategic Marks获得了在其产品上标示Leaf 商标的权利。Leaf Brands创建于上世纪二十年代。该公司在1996年前就创立了Whoppers,
Milk Duds, Jolly Ranchers品牌。之后将其美国公司卖给了Hershey.
Kassoff is resurrecting Tart n Tinys and Wacky Wafers under the Leaf banner this year, noting that unlike a large conglomerate, which may acquire 15 similar brands and whittle them down to one or two, Leaf is focused on the legacy brands. He has also launched two new lines, David's Signature "Beyond Gourmet" Jelly Beans and Yummers! fruit candies, as well as Astro Pop sodas.
今年，卡索夫正致力于重振Leaf旗下的Tart n Tinys和 Wacky Wafers品牌。他注意到Leaf专注于传统品牌， 不象其他大型联合企业那样，占据数个相似品牌，再把它们削减成一到两个。卡索夫还启动了两条新的产线，生产果冻豆，水果糖以及汽水。
"We want to be a nimble company that identifies brands people still love," Kassoff says. "We expect to do $3 million to $5 million in sales this year."
卡索夫说：“我们想成为一家能找到大众热衷品牌的公司，这才是聪明的企业。今年，我们期望能达到三至五百万的销售额。”
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