Dirty Dancing

Tie 8u.tte ft, rfu.tte8, Sharon Gulley Copyright © 2015 by Sharon Gulley. ISBN: Softcover 978-1-5035-8088-6 eBook 978-1-5035-8087-9 All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the copyright owner. Any people depicted in stock imagery…

Unfortunately, some companies have mismanaged their greatest asset—their brands. This is what befell the popular Snapple brand almost as soon as Quaker Oats bought the beverage marketer for $1.7 billion in 1994. Snapple had become a hit through powerful grassroots marketing and distribution through small outlets and convenience stores. Analysts said that because Quaker did not understand the brand’s appeal, it made the mistake of changing the ads and the distribution. Snapple lost so much…