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About Naming
Peter Arnell tries his hand at damage control
- About: Naming
Peter Arnell, self-proclaimed “street rat from Brooklyn,” is having a hard time handling the damage control after his redesign of the Tropicana brand backfired bigtime. This in depth report from Newsweek looks at what might keep Arnell from getting past this little disaster.
Clawing your way to the top
- About: Naming
What happens when a product name has zero connection to the brand? A camping trip leads to a curious discovery in the sleeping bag department.