Name Game

New wine in old bottles

Mrs. Paul's Kitchens faced a dilemma. Its main product is frozen fried fish, but what should it name a new line of frozen fried chicken? Recalls Marketing Director Richard Boucher: "We decided that a chicken stick is just another flavor of fish stick and that we should go with the Mrs. Paul's name." The new commercial for its fried chicken: "Even if you don't like fish, you can still love Mrs. Paul's."

More and more companies are making the same decision as Mrs. Paul's. They are using established...

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