Forgotten places tend to decay and die after long periods of time and the brands associated with the place may suffer the same fate if not resuscitated. The fact that consumption is cyclic, moving from the conceptual to physical and back to conceptual states suggests that marketers need to play a bigger role to create intervention techniques to nourish a brand to prevent decay. In her speech, Balakhrisnan talked about how they revitalized 26 old abandoned London underground tube stations, the challenges came by during this process, and pros and cons of the revitalization processes.