Of the thousands of new health and beauty care stockkeeping units introduced each year, few ever really hit it big on supermarket shelves, mostly because manufacturers often misjudge consumers' needs and desires. The product's name, its promise and actual benefits, and its market positioning must all touch a consumer's nerve to stimulate the purchase. Much of a product's success is in the name. Consider if Sure Deodorant had been called Maybe Deodorant, or if Right Guard were Left Guard? ...

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