Ed Cotton: Can A New Name Make Something Better?

The people behind High Fructose Corn Syrup are sick of the name and they want to change.

Apparently, consumption of the “foodstuff” is at an all time low and the media have been doing a hatchet job on the substance to such a point where it’s something that’s become a staple of peoples “Do Not Shop” lists.

However, a solution is at hand for those concerned manufacturers with their dwindling Corn Syrup sales, a new name.

Brand re-engineering might sound like its a highly technical discipline, it maybe, but the solutions are pretty simple, in this case, Corn Sugar is the new name for High Fructose Corn Syrup.

There’s nothing wrong with brand repositioning or even re-branding, when there’s a misconception about a brand that’s changed, but does this kind of marketing trick work anymore, when nothing has changed?

(Continue reading here.)

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights