28 Sep '16, 4pm

Why out-of-touch branding could spell demise for this company - CNBC

Why out-of-touch branding could spell demise for this company - CNBC

Luxury and glamour may be an aspiration for many of us, but when it comes to cleaning the toilet, it's usually not top of mind. Max Kater, founder and CEO of Murchison-Hume, has been working to change that. Her collection of plant-based cleaning products aims to make "everyday domestic tasks more glamorous so it feels like a treat." Developed in 2008 to combat her 18-month-old son's troubles with eczema, asthma and allergies, Kater wanted her products, which include dishwashing soap, shoe spray and glass cleaners, to be both safe for her son as well as lavish. So far, though, her plan isn't going well, and turnaround king Marcus Lemonis, star of CNBC's "The Profit," thinks her out-of-touch branding is a major cause. After five years in the U.S., Kater's products have failed to connect to American consumers, and last year her company lost $477,000, she said on the latest ep...

Full article: http://www.cnbc.com/2016/09/28/why-out-of-touch-branding-...

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