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A new year with a new president creates a great opportunity to attract new interest in old products through the low-cost marketing tool known as re-branding.

In the late ‘70s, a name change was all it took for the tasty (but disgusting-sounding) deep sea species formerly known as the slimehead to become one of the most-loved and expensive seafood entrees of all time, when it was renamed Orange Roughy.

Reach Rick Steelhammer at, 304-348-5169 or follow

@rsteelhammer on Twitter.

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