Press Release
FOR IMMEDIATE RELEASE
Contact:
Alyza Harris, (617) 630-0945 Alyza@PublishingGame.com
Wall Street Week's
Expertizing.com Guest on Positioning
Products in a Rough Economy
(Boston, Massachusetts;
Business Wire)-Feb 14, 2005—Although tough economic
times often prompt companies to unveil new products in their search
for shrinking consumer dollars, businesses might be better off
with their old products and new positioning, said
Fern Reiss of Expertizing.com on this week's Wall Street Week with
Fortune show.
Despite new products by Coca-Cola, Anheuser-Busch, Procter &
Gamble, and Mattel this month, Reiss said that sometimes repositioing
old products can be more effective. In a down economy, repositioning
an existing product line is substantially less expensive—and
potentially as media-worthy,” Reiss said.
Reiss cited the lowly prune as an example of effective repositioing. “Two
years ago, prunes were just a digestive aid for grandparents,” Reiss
said. “But today prunes are being rebranded as ‘dried
plums’—and that repositioning is making them a hot
new item on restaurant menus and in packaged products.”
Moveover, introducing new products each year is no guarantee of
market success. Reiss pointed to the publishing industry as an
example of unseccessful branding despite constant new product intructions. “The
average American can tell you his favoraite book, he can tell you
his favorite author, but if you ask who published that book, he’ll
have no idea,” she said. “So even though the big publishing
houses are introducing new products each year, they're not capitalizing
on their prior successes, because they're not branding their books
sufficiently.”
Reiss, who has been featured in The New York Times, The Wall Street
Journal, The Washington Post, Fortune Small Business, and over
100 other prestigious publications in the last six months, now
teaches busines owners how to get more media attention for themselves
and their businesses through her Expertizing.com company. More
information can be found at http://www.Expertizing.com.
The full transcript of the Wall Street Week show can be viewed
at htp://ww.pbs.org/wsw.
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