Positioning broccoli

This is a link to the article about re-positioning broccoli. There are numerous other links found by searching “broccoli, New York Times”.

http://www.nytimes.com/2013/11/03/magazine/broccolis-extreme-makeover.html?_r=0

This article revolves around the story of a branding communications agency taking on “the broccoli account.” The relevance of course is that the principals involved all believe that traditional claims to health benefits will not make a difference; some other heuristic must come into play !