Mike,
I agree as well on the previous efforts. I do think the company was trying but efforts were disjointed and not focused on building brand awareness through mass marketing efforts. Hindsights are 20/20 though but their "bottom line" tells the story.
Hence why brother Rosario has been brought on board and I do respect JBs and LJs decision to go after a proven player in the Beverage Field to get it done. It shows me the level of commitment they have to make this work.
My personal timeline is to watch and play it fairly close for 2 fiscal quarters--through October basically so they can hopefully report/give us some unaudited 3rd quarter financial #s. At that time is stay or go decision for the next 6 months.
Agreed as well on the Hydropower label BUT sometimes it isn't a bad thing to look like something very similar that sells very well. It takes tactical advertising advantage of the branding work and research already done by the other bigger companies. Like back in the beginning of Wal-mart days, K-Mart was already established and had spent millions of dollars researching where to put their stores according to market demographics, customer base, proposed vehicle traffic etc.. When it was time for Sam Walton to go big with opening more stores nationwide, his approach was to build a Wal-Mart within a mile of every K-Mart. Saved them millions in marketing research and took advantage of the research already completed. Smart cookie.
We'll see how good a CEO and marketing dude RR is within a several months' time and the Scooby Doo mystery will be solved for everyone.
later,
DD22
AI
Market Data 
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