NEW WAYS THAT NAME BRANDS STAY ALIVE IN THE MARKET

______ (2005) Branding: 5 new lessons BUSINESS WEEK, 2/14, 27-28.

1. Innovate, innovate, and innovate.
2. Move fast or lose out.
3. Minimize exposure to Wal-Mart.
4. Continuous new messages in the media.
Think broadly, then think niche.