Jerry W. Thomas

Jerry W. Thomas is president and chief executive of Dallas/Fort Worth-based Decision Analyst Inc., one of the oldest and largest privately owned research and analytics firms in North America. Decision Analyst specializes in strategy research, advertising testing, product testing, package testing, and marketing optimization. Thomas welcomes feedback, suggestions and comments. He can be reached at jthomas@decisionanalyst.com and (817) 640-6166.

3 common challenges companies face when creating new brand names, and 5 practical steps to overcome them

Analyst Jerry W. Thomas offers advice on navigating legal challenges, human bias, and more when creating new candy brand names.

Jerry W. Thomas

May 19, 2021

That great new product is ready to go. Concept test results are positive. In-home usage tests of the product are positive. The package design looks great. Oops! Wait a minute.

On-Demand Join us for a practical look at how bakeries can modernize packaging lines and better align with emerging retail and environmental demands. Key takeaways:

Jerry W. Thomas

ARTICLES

3 common challenges companies face when creating new brand names, and 5 practical steps to overcome them

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