Revitalization of Existing Brands & Invention of Innovative Products Identify brands that: Have a rich heritage Have withstood the test of time Have been neglected Create brands that: Satisfy an unfilled consumer need or niche in the marketplace Whether revitalizing old brands or creating new ones, Himmel brands... Are unique, with a point of difference over competition that is meaningful to consumers Are advertisable on radio and television Are sold in food, drug, and mass merchandisers Are not commodity-oriented or price-driven Are in under-advertised, sleepy or newly created categories in which Himmel can have a dominant share of voice Do not require the assumption of “bricks and mortar” manufacturing plants