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How To Perform A “Performance-Focused” Brand Audit.
Whether working with a new-to-market brand or an existing company undergoing a brand refresh, an audit process is necessary for brand development. The brand audit provides valuable insights into the following: A comprehensive brand audit often separates strong brands that dominate a category from mediocre ones that struggle to remain on the shelf. But how…
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The Ultimate Guide to New Product Naming.
Choosing the right name for your innovative product is the basic building block of a successful marketing strategy. But product naming is not an easy task. This is why many companies find themselves struggling with new product naming. A good product name must be attention-grabbing. It must be unique, easy to remember, and vital to…
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Line Extension vs. Brand Extension: How To Grow Your Brand.
Your next product launch shouldn’t be a gamble. Pick the wrong extension strategy and you’re not just risking sales—you’re jeopardizing your entire brand. If you want to expand without cannibalizing your own success, keep reading.
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Decoding the Disastrous Tropicana Rebrand.
In 2009, Tropicana launched a bold rebrand meant to modernize its image. Within weeks, it became one of the most infamous rebranding failures in CPG history. Sales plummeted. Loyal customers were lost. And the company took a $30 million hit all because of a packaging change.
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