A buddy of mine just clued me in to something I think is significant when I mentioned the Eskimo Pie cave.
These brands/names are worth billions in accumulated “Good Will” and impairment of same results in an impairment that can be taken off NET income in the future for tax purposes.
If the brand or feature was getting behind the times culturally or the company wanted to switch its marketing strategy, this period is perfect for doing this nearly risk free. Under other circumstances the destruction of company goodwill value associated with heritage brands would piss off the shareholders and possibly cause suits.
Ransom, you’re not only bringing us good links/info, you’re sharing them with the forum.
That’s some heavy lifting, and I commend you!