DNA Brands Inc (DNAX)

[Ed the Trader]

THE RISE AND FALL OF DNA IN 2014

In 2014, Eric Fowler was the CEO of DNA Brands, Inc. Fowler executed several actions to intentionally sabotage the company. For instance, there was the debacle where Fowler publicly claimed that DNA had a new distribution agreement with the Trenton Coca-Cola Bottling Company. This was completely false.

http://finance.yahoo.com/news/dna-brands-retracts-previously-released-230852159.html

Fowler also sunk most of the company’s funding into the purchase of excess inventory, and he claimed that he had enough new distribution agreements to warrant the additional purchase of inventory. This was also false, and it left the company with too much inventory and insufficient funding to advertise their products.

This set the stage for the complete breakdown of the company until it became completely dormant.

Shortly after these events, Fowler resigned from DNA, and Melvin Leiner took over as Interim CEO. Leiner appeared to do the best that he could with what he had left to use. However, the damage had already been done, and the business imploded.

Once the energy drinks were pulled from the market, the remaining inventory in DNA's warehouse was liquidated at a loss to Big Lots. Big Lots discount retail stores in several locations around the country sold that remaining inventory for 50 cents per can. By the end of 2015, Leiner himself described DNA as a dormant business.

In February of 2016, Adrian McKenzie took over control of DNA Brands, Inc. as the new and current CEO.

Although I now believe that DNAX is a good stock to buy and hold, this information instructs about how DNA previously failed to capitalize on an amazing opportunity back in 2014 shortly before the energy drinks were pulled completely from the market. To avoid a failure as the reboot of the energy drink business gets underway, it is vital that the current management not repeat the same mistake in 2017 of ignoring marketing and advertising of the products once they re-enter the retail market. Fortunately, McKenzie has indicated that he has already consulted with a capable advertising company to handle the advertising during the reboot of the energy drink business. However, shareholders should remain vigilant to insure that history is not repeated.

These links to my posts back in 2014 provide detailed information that every prospective inventor should read before purchasing DNAX stock. You should take the time to read them and learn:

DNA Energy has saturated the Dallas/Fort Worth Metroplex market
Wednesday, 08/06/14 03:13:58 PM
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DNA ENERGY NO LONGER AVAILABLE IN DALLAS/FORT WORTH METROPLEX
Friday, 09/19/14 10:16:03 PM
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WHY DNAX IS A BAD CHOICE TO PURCHASE
Tuesday, 10/21/14 02:28:43 PM
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