The Critical 'I'

Read. React. Repeat.

Wednesday, November 06, 2002

BRANDING FOR DOLLARS
Brand time! Here's a nice case study of re-branding efforts in advertising. It includes the interesting estimate that only one in 10 new products will stay on the shelves for longer than two years, which is the minimum benchmark time period for brand longevity. And for God's sake, avoid the New Coke trap.