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Bias Towards Changing Strategies

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Abhijeet S
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Bias Towards Changing Strategies - October 11th, 2010

Bias Towards Changing Strategies

There are sometimes overwhelming internal pressures to change a brand identity and/or its execution while it is still effective or even before it achieves its potential. The resulting changes can undercut brand equity or prevent it from being established.


Promise toothpaste tried to change its well set positioning and went in to emphasize the freshness aspect of its paste rather than the well-established clove oil aspect. As a result its sales went down.
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