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Launching a new brand is expensive. Far easier, these days: Bring back (or polish up) an old one. "At one point , we were going to call ourselves 'The Re Company,'" says Mark Thomann.

Experts imagine future prospects for two once-prosperous brands //Our Panel REBOOT CEO Mark Thomann, CEO of River West Brands BRAND CONSULTANT Josh Feldmeth, CEO of Interbrand New York AD MAN Huw Griffith, CEO of M&C Saatchi North America Studebaker Founded in 1852, it began making gasoline cars in 1904 and ceased production in 1966. Geocities In 1994, it was one of the first free sites to build and host a website.