Brand renaming: Uncle Ben and Aunt Jemima

Brand renaming: Uncle Ben and Aunt Jemima

Brand renaming Tom Dougherty, CEO – Stealing Share 24 September 2020 Brand renaming: Uncle Ben and Aunt Jemima Brand renaming is not as simple as it sounds. Consider the Uncle Ben and Aunt Jemima brands. The names, loved by many, are changing in response to...
The wasted dollars of product naming

The wasted dollars of product naming

The wasted dollars of product naming Product naming – Stop the craziness Product naming is important. But brands should hold every part of their businesses to a high standard of eliminating wasteful spending. For example, few industries are worse at spending...
Changing brand names. Not too often.

Changing brand names. Not too often.

Changing Brand Names Changing brand names usually not needed Changing brand names is rare occurrence if your goal to grow your market share. If your category is relatively mature, then re-evaluating your brand is as important as your advertising messages.Eighty...
Considering a brand name change

Considering a brand name change

Considering a brand name change A brand name change alone is not rebranding  It bears repeating. A brand name change does not change a brand by itself.Unfortunately, there are a great many organizations and consultants who believe otherwise. They believe a brand name...