Influx

There are increasing demands from consumers for more authenticity and originality in their brands. To do this, brands need to have real stories and histories. These can then by woven into into personal identities and become conversational currency.

The enterprising Italian who years back saw Moleskine notebooks as a brand whose powerful history gave it tremendous potential, got his reward this week, when he sold his business for 60 million Euros ($90 million).

His genius was not to discover a brand with a rich past, but to find one whose trademarks had lapsed and was therefore up for grabs.

If agencies were smart, they would be scrambling to set up Brand Archeology departments staffed with researchers and lawyers whose sole job is to find lapsed trademarks.

These brands could then be sold onto clients or even used as an enticing carrot for prospects looking to re-energize their business.

Inspired by this story in the Church of Customer Blog.