Exposé Ketchup Heinz

are taken, don’t settle for the second best. (“‘Refreshing’ is taken? Oh well . . . gimme ‘Quenching.’”) Second best won’t be different enough. Try a polar opposite. Or consider a flanking move. In ketchup, the adjective everyone fought over for a long time was to be the ”tomato-iest.” Then one day Heinz came along claiming it was the “slowest,” and sales went up—and stayed up. You can also try creating a whole new adjective that alters the playing field in your favor. (Axe cologne’s “Bom Chicka Wah