Ever heard of Batchelors SuperNoodles? If you are from the UK and interested in noodles, you probably have. In the late nineties, the long-popular item faced some competition from additional low-priced instant noodles, and the brand began to "bleed," in marketing-speak -- meaning, it was losing its competitive edge. To save itself, SuperNoodles changed its marketing message from being strictly a nutritional after-school meal for kids to a late-night snack for 20-somethings. A radical move, but it paid off -- the brand experienced an astounding 72 percent improvement in weekly UK sales. Sound familiar? Essentially, this is the story of evolution -- not of life, but of our so-called "brand landscape." Species are constantly getting tweaked in the fight to stay alive, and brands do the same thing. As a corporate advisor, I help companies facing financial crises get back on track, yet what I do for a living...

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