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Article: Houston Chronicle Marketing Column.(Knight Ridder/Tribune Business News)
- Article from:
- Knight Ridder/Tribune Business News
- Article date:
- January 30, 2001
- Author:
CopyrightCOPYRIGHT 2001 Knight-Ridder/Tribune Business News. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Jan. 31--WEINER'S HOPING NEW NAME A PLUS: As storm clouds gathered around Weiner's Stores last summer -- several months before the retailer was finally swept into Chapter 11 bankruptcy -- company executives could tell that a hard rain was going to fall.
They also knew sweeping changes had to be made if Weiner's was going to survive. They considered everything, from the type of merchandise they sell to the name of the business itself.
"We knew we were failing. We would have to make some major changes if we wanted to avoid liquidation," said Weiner's President Joe Kassa.
Changing your name is a radical step, but Weiner's realized it has an image ...