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No-sweat deodorant and other failures

Geoff Riley

27th September 2008

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Peter Day’s perennially superb In Business programme this week looked at brands and branding. Why did Pepsi AM, no-sweat deodorant and smokeless cigarettes fail where Campbell’s low-sodium soup succeed in spectactular fashion? Innovative may mean different but it does not automatically mean successful as Peter Day finds out in a visit to Arbor Strategy Group and River West Brands . He looks at the attempted revival of so-called Zombie-brands, brands that have become dormant in the marketplace but whose value might be rekindled with some imaginative marketing. Put FairTrade coffee beans and vitamins together and call it Brim!

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Geoff Riley

Geoff Riley FRSA has been teaching Economics for nearly forty years. He has over twenty years experience as Head of Economics at leading schools. He writes extensively and is a contributor and presenter on CPD and Revision conferences in the UK and overseas.

@tutor2uGeoff

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