Advertising Age Article Abstract
High-Fructose Corn Syrup Offers Bittersweet Lesson
Marketers Spend Too Much Time on Brand Names, Not Enough on Category Names
High-fructose corn syrup is getting a bad name. But the broader lesson is the importance of the category name itself. Too many marketing people take the category name as a "given." All of their efforts are spent on promoting the brand, not the category name. Yet over time, the category name can be an extremely important element in the success of a brand. ...