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  • Of those people that recently made consumer electronics purchases in a store, 80 percent visited the store's website first. - Nielsen Online survey source ›
  • V users watch more TV than before (127 hrs, 15 min per month) and also spend 9 percent more time using the internet (26 hrs, 26 min per month) than they did last year source ›
  • Unaided ad awareness for podcasts was an impressive 68% on average (compared with industry benchmarks of 21% for streaming video and 10% for television) source ›
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FEB 2007

The Perils And Payoff Of Changing A Brand

CBS News, February 18, 2007 — It has to be the most overused phrase in marketing: "New and improved!" But in business new isn't just a selling point, but it's a mantra. Companies walk a tightrope to balance the need to be the newest, the freshest; the best while staying stay true to the product that put them on the map. For example, the packaging for a Cheerios box has changed, but what's inside box is pretty much the same as it was back in 1941, when General Mills launched "Cheery Oats."

Category: Brand Strategy
Tags: Cheerios, kodak, Naming, New Products, Repositioning
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