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A Maker of Ho-Hum Products Creates “Wow!” Videos for YouTube

October 30, 2012
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Saws aren’t necessarily the most exciting product to market, nor to buy. But they suddenly become a lot more interesting when they cut through a car, a house or an airplane in less than two minutes. This strategy—taking any product and making it compelling—is something that brand manufacturer Newell Rubbermaid strives to do with all its brands ... “We wanted to find a way to show that our products were the best in the industry,” DuMars says. “We wanted to show that Lenox blades last longer and are a better deal long-term"...


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