GFW can't really be called a dead brand because no one had been paying attention to it like that at all for its entire life.It's an unnecessary move. They just went from TNA to Impact Wrestling in like March & 3 months later their changing again to GFW which was a dead brand. It's just more half ass effort instead of just going all the way.
So its basically Anthem letting Jarrett convince them that GFW (being an unknown brand) is a good way to have a clean slate from the TNA and Impact brands that most people look at as being toxic.
So GFW is just as good and nearly the same as changing the name to something totally new.