Monthly Archives: May 2014

Brand Repositioning to the Original Position

A1 Sauce, to most people alive today, is a steak sauce. This is due to the fact that since the early 1960s that is what their brand position has been. This year, they are repositioning the brand as a sauce … Continue reading

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What’s In A Name?

Companies spend big bucks selecting product names. Rebranding efforts are often driven by the perceived need for a “better” name. Some names have struck me as odd. One of my all time favorites was Non-Bleach Clorox. If Clorox=Bleach, what is … Continue reading

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Managing Your Marketing Budget

Unfortunately for most companies, this cartoon from the July/August 2013 Harvard Business Review is accurate. Mitch

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