A new home for orphan brands

Laura Mazur

Laura Mazur describes how Mike Jatania has created a whole new business model. His company, Lornamead, buys up corporate cast-offs.

A New Home For Orphan Brands: Mike Jatania Of Lornamead

Laura Mazur Writers 4 Management

The great brand cull carried out by the big consumer goods multinationals over the last few years has left a lot of what were once household names looking for new homes. The result has been the emergence of an intriguing new market in orphan brands, as enterprising businesses snap up the corporate cast-offs to inject them with new life.

The new owners fall into two categories. In the first are the financially-oriented venture capitalists, who have spotted...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands