Don’t Overlook the Small Brands You Already Own
Harvard Business Review
DECEMBER 30, 2016
When Steve Clapp and Carl Gerlach took over the Ball Park hot dog brand in 2006, the brand had not grown in three years and was a good decade beyond its successful Michael Jordan ad campaign , with the tagline “Plump when you cook ‘em.” Bending the rules brings the process police out.
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