Erasing a Problem Brand the Easy Way

Bayer is buying Monsanto. Many Americans recognize Bayer as aspirin, but really they are a global drug maker based in Germany. Monsanto is a global agri-products maker with a truly bad brand reputation at this point. So, smartly, Bayer is going to end the Monsanto name. Normally killing off a 117 year old, well-recognized brand would be a dubious strategy. In this case it is genius, since the Monsanto brand has become toxic.

Bayer will keep the product names/brands and claims they intend to “…deepen their dialogue with society.” And “…listen to our critics.” Time will tell how this goes, but meanwhile they are able to shed the baggage that became the Monsanto name.


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