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.

This webinar will examine variables factoring into nutritionally improved candy sales, including ingredients, label claims, and alternative sugars. Better-for-you options remain top of mind for consumers who are searching for indulgences, but in a healthier format.

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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