English Podcast starts at 00:00:00Bengali Podcast starts at 00:15:49Hindi Podcast starts at 00:22:59🎙️✨ Welcome to Revise and Resubmit — the podcast where academic research doesn’t gather dust, it starts conversations. ✨🎙️Today’s episode is no ordinary branding story. It’s a ghost story. It’s a horror story. It’s a marketing mystery that begins after the brand has died.🧟‍♂️ Imagine a discontinued shampoo still being whispered about in salons. A long-lost cereal box suddenly reappearing on a meme. Or that retro sneaker line — once forgotten, now haunting resale sites. Are these memories... or are they Phantom Brands?👾 But wait — it gets freakier. What happens when marketers try to bring these beloved brands back... and mess it up? That’s when the Frankenbrands rise. Distorted. Unloved. Creepy doppelgängers of the original — stitched together with strategy decks and marketing buzzwords, but no soul.🧠 In their brilliantly conceptual article "Trajectories of Brand Afterlife", published in the prestigious ABDC A* listed International Journal of Research in Marketing, researchers Jacob Ostberg and Benjamin J. Hartmann take us deep into this undead world of branding.Published by Elsevier on June 7, 2025, this paper is a masterclass in combining consumer culture, liminality theory, and Dr. Frankenstein metaphors to develop a typology of posthumous brand life. Whether you’re a marketer or a curious scholar, the idea of a "litmus test of authenticity" for relaunching brands will change the way you look at nostalgia-fueled campaigns forever.So… 🧴👟📺 What do your favorite discontinued brands say about you — and would you recognize them if they came back from the dead?🔥 Thanks to the authors Jacob Ostberg and Benjamin J. Hartmann, and to Elsevier for publishing this spooky-smart piece in a truly top-tier journal.🎧 Subscribe to Revise and Resubmit on Spotify, Amazon Prime, and Apple Podcasts — and don’t forget to check out our YouTube channel "Weekend Researcher" for more wickedly engaging research stories.📚💀 Because some brands die.💡But some brands never really leave us.👉 Are you being haunted by a brand you once loved?ReferenceOstberg, J., & Hartmann, B. J. (2025). Trajectories of brand afterlife. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2025.06.001Youtube Channel⁠https://www.youtube.com/@weekendresearcher⁠Support us on Patreonhttps://patreon.com/weekendresearcher

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