FullSurge in the Press

How Brands Can Inspire Successful Innovation

By Mitch Duckler
As featured in AMA blog Elevate

b63f6a41b423b085771981a4283ab62a-american-marketing-association-signals-transformation-with-launch-of-new-brand-identity-ama_lockup1_black.jpg  Picture this: It’s the middle of winter and you’re walking through the aisle of your local drugstore in search of a cure for your chapped lips. Your eye catches a familiar brand name on the shelf among the tubes of Chapstick and Burt’s Bees products, but something seems off. It’s Cheetos. No, not a bag of the cheese-flavored snack—it’s Cheetos-flavored lip balm. You shake your head and wonder, what were they thinking?

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