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This case study discusses the importance of keeping your product line evergreen through a combination of both updating your current line plus exploiting new product categories. If you don't continually innovate, you competitors will do it for you and your business will suffer. This shows how the "Buster" franchise at Black & Decker not only found a way to update their hugely successful Dustbuster business; they were able to use consumer and attitudinal segmentation to find completely new and unexploited adjacent product categories. The result was a huge hit with consumers since it addressed new trends in everyday household cleaning
Rick Steinbrenner - The Global Brand Guy