Repurposing

The use of something for a purpose other than its original intended used. Repurposing an item can be done by modifying it to fit a new use, or by using the item as is in a new way. The practice is not limited to physical items, and is a common practice for marketing material and content.

For example, a business may use images from an older, successful advertising campaign in a new campaign rather than come up with brand new images. In the pharmaceutical industry, medications are frequently used to treat illnesses and symptoms for which they weren't originally tested.

Repurposing is essentially a form of recycling. Instead of throwing an item away, an individual or business finds a new use for it. This can be a cost-effective strategy, since items that can be used instead of discarded prevent a business from having to purchase new, possibly expensive items.