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Reinventing Scrabble

Scrabble had a problem familiar to many TV channel execs – it was a mature, well-known brand with an ageing, diminishing audience, unable to attract a new, young audience. What to do? Scrabble decided on a re-brand, perhaps prompted by the  500,000 young people a day playing Scrabulous on Facebook (Hasbro; US copyright owners of Scrabble shut it down). Brandweek describes how Philips Design Group, a Boston based agency, set about broadening the game’s appeal. The Indian brothers who invented Scrabulous have relaunched it as Lexulous. It’s too late for Woolies, but which other struggling brands might benefit from the a business/branding version of Ramsay’s Kitchen Nightmares?


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