Wednesday, January 05, 2011 10:25:00 PM
this is the product repositioning that the retailers wanted. otherwise they wouldn't have taken the time and money to do it. it's been under way it appears since the summer, when Paul Curhan came on board, and they partnered with ARG Manufacturing. ARG is their link into the retailers from what they said in the PR's.
re-branding should help improve MER for the DRTV campaign as it's a less offensive name (to some) and they have to obviously go back "on TV" with the new branding before they re-approach retailers to get this "as seen on TV" product on the shelves.
the last year has not been fun but things could be about to turn around. in my opinion that's where things stand.
good luck to all!
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