Brace yourselves everybody, I have some bad news: Hamburger Helper is no more. But wait! Don’t jump yet, friend. Thanks to the General Mills marketing department, and fueled by a loss of market share to new competition from Kraft, Hamburger Helper has been reborn. Let me introduce to the new and improved brand: Helper

–Dan Kelly, Attorney

Time for me to play dumb consumer and ask an honest question.  What is the conventional wisdom in relaunching or revitalizing a brand:  do you tell consumers that you’re doing it, or not?

I suspect that there is no universal answer, but Holiday Inn’srelaunch” has admittedly caught my attention.  (It caught Steve’s attention here.)  Every morning on the way to work for the past several months, I have passed a billboard for Holiday Inn stating, “We’re making big changes.”  Since my first viewing of the billboard, my brain has always followed with a thought along the lines of, “Well, you must have needed it.”  Why would a company mess with success?

More commentary after the jump . . .


Continue Reading Holiday Inn’s Relaunch: Do We Have a Problem, Houston?