Branding and biology - not so different?

On a quest to impress his biologist in-laws, a marketing exec spots striking similarities between the struggles for both profit and survival

Amit Sutha
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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