01 September 2008

What's Amway got to do with it?

Market research found only 3 percent of Americans recognized the Quixtar name.

But 77 percent still knew Amway, even after it had been shelved for eight years.

Perhaps more important, younger people knew Amway but did not associate the name with pyramids and legal battles that have dogged Amway in the past.

Company leaders realized they had an asset they weren't exploiting. "I'd rather build on 77 percent than 3," Lieberman said.

Beginning Tuesday, the North American operation takes on the Amway Global name and brand. By next spring, the slowly fading Quixtar name will be dropped altogether.

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