One of my pen names is
pretty much dead.
I used it for my romance novels
targeting business women.
That tactic didn’t work.
I had a choice.
I could use that brand
for a tactic that might work,
or I could launch a new brand.
Since I needed a new website url,
I decided to launch a new brand.
I keep the first brand alive.
Why?
Because I’d rather business associates
not know about my non-business writing,
and the first brand acts as a shield.
(so when I’m asked if I have stories published,
I point business associates to that website)
Brands die.
It is part of a brand’s life cycle.
When they die,
you have choices.
You can revive the brand,
you can use the brand for other products,
or you can let it die.
fastcodesign has a good post
on how to tell if a brand
is worth saving.