Lessons in Branding

There are few harder jobs in the marketing business these days than coming up with new names for citrus-flavored vodkas.

After all, in addition to fruit names like orange and ruby red, Skyy and Smirnoff offer a “Citrus” flavor. Absolut, Grey Goose and Hangar One each sell a “Citron.” Ketel One and Vincent Van Gogh dub theirs a “Citreon,” and Belvedere has its “Cytrus.” Read more>