ENTERCHANGE

The modest yard of my childhood home had one crown: the Rose Garden. Although none of us were great gardeners, 25 healthy rose bushes produced a steady supply of flowers.  Credit goes to Per (pronounced “Pare”), the top gardener at my father’s workplace.  He selected and planted the roses, taught us how to water and [...]

For many years, Campbell Soup Company exercised a disciplined and intentional strategy to keep its brand fresh.  You see, Campbell built its reputation identifying with good old home cooking. Yet, if the soup label never changed, consumers might begin to think they were buying old food. The solution?  Update the the soup label incrementally.  For much of its [...]