YoVG # 547 How To Avoid Brand Rot

Have you thought about Halo lately? About where it started and where it's at now? Is it indicative of a brand that has been left to rot, or worse, beaten to death and then propped up to rot while shambling onward? How do we avoid brand rot? Is it expanding the media, like with a TV show, or books, or theme parks? Maybe. But then, those things have to be GOOD to avoid the rot. Is there a secret? Or do we just need people with savoir faire? Maybe this is a "you can't necessarily learn it, but you gotta know it" kinda thing. What's a brand you wish hadn't been left to rot, but clearly IS rotting? (And why is it Final Fantasy?)