We have done several things: New product introductions, a new ad campaign and brand repositioning.

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Instead, it orchestrated what may be the most unlikely brand resurrection in marketing history by leveraging its powerful dealer network, rolling out splashy new tires and repositioning the brand slightly down-market.

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However, after repositioning the brand, appointing new leadership, and implementing its Blend Plan 2.0, Jamba Juice has since experienced accelerated growth.

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Robbins knows about dressing up and repositioning a brand.

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And yet, despite this careful repositioning of her brand, it would be wrong to think that Americans have been taken in.

ECONOMIST: Lexington