Brilliant article about brands as tradable commodities in the NYT mag on Sunday. Of course once a brand is relaunched, with it comes with a wholly new ad campaign, or at least a remix of old codes. Within this space, I’ve been wondering if there is also room to run historic ad campaigns.

So much of our personal relationships with brands are rooted not in the actual product, but in the advertising. We ‘love’ products that we may not have even used – their narrative is part of our own nostalgic construct. Can an old advert help create a new buy? I can’t see an agency suggesting it, but a planning firm might…