HJ Heinz Co. (NYSE: HNZ) recently learned inadvertently how strong its brand was with consumers.
The company had announced that it was going to change the label on its flagship brand of ketchup. It seemed entirely reasonable and appropriate to drop the pickle from the label and replace it with a tomato.
Little did the company expect to encounter outrage from consumers, who launched a "Save the Pickle" campaign, complete with a blog, and an organized letter and e-mail avalanche.
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