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Prof. Tom Meyvis explains why brands should evolve carefully

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Excerpt from Marketplace -- "Tom Meyvis, a professor of marketing at the Stern School of Business at New York University, cites Brawny paper towel's sucessful handling of an image problem the brand had with its illustrated spokeman. 'The Wall Street Journal described him as a 70s porn star,' Meyvis says. But, Meyvis notes, that brand handled its image right–by taking baby steps. It slowly shrank the problem mustache, and character, until they were replaced by one a little more up to date."

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