No-sweat deodorant and other failures

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!