The New York Times recently showcased the company River West Brands, who buy dead brands and bring them back to life. Typically, by the time River West acquires a brand, the only thing left is the intellectual property – and the public’s recognition of the brand – but that’s often enough. After all, a revived brand like Brim, which already has 90% awareness amongst people over 25 years old, is an asset that would take years and millions of dollars to achieve from scratch.