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Marketing and Consumer Behavior

Heather Dretsch Provides Insight on the Power of Product Rebranding

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Iconic brands including Coors and Jell-O are revitalizing themselves to win over new audiences as consumer tastes change, according to a recent report from the BBC.

Heather Dretsch, Poole College assistant profess of marketing, weighs in on the brand-boosting power of redesigned packaging. “The art on Jell-O’s packaging feels fun and evokes the ‘jiggle’ and playfulness of the product,” she said.

Read more from the BBC.