Know-How Exchange : Branding

You're getting the right advice from the expeerts on this one. Trying to take that mass-market brand and turn it into a premium brand is a fool's errand ... unless virtually all of the brand's original customers are dead or have forgotten it altogether.

The cosmetics business is like the fashion business in that consumers want NEWS more than anything else. When you give them old news they catch on pretty quickly, and they'll "punish you" for trying to fool them.

You need a new benefit, or a new way of expressing the old benefit ... a new positioning and a new brand name ... if you're going to enter the premium end of the business. It's a very competitive marketplace, and you really reduce the odds of success a lot when you saddle yourself with the old name/image.

Listen to what we're saying. It will save you a lot of money.