When is a fruitcake not a fruitcake? Reframe, Rename & Gain! »
By Roberta Rosenberg on Aug 1, 2008 in Occasional Rantings | 6 Comments
In the copywriting course I teach, there’s an example of a texas fruitcake bakery that reframed its product with a brand-new name - Texas Pecan Cake - as a way of moving past all that holiday snittering about well, fruitcake.
That was some pretty smart marketing.
Last night, after getting some pretty snazzy, raspberry-colored new glasses from [...]
