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Scrabble Tries To Stay Relevant
By: Cindy Wendland
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One of the strong branding principles is to stay relevant and at the same time make your competitors irrelevant. Differentiation is important to help your product stand out. Successful brands continue to stress their differentiation and show consumers how they remain relevant to their lives. The Scrabble Dictionary has some new additions to help them stay relevant.

The Fifth Edition of The Official SCRABBLE Player's Dictionary went on sale this week. It makes news because this Scrabble dictionary has 5,000 new words that show signs of the times. Some of the additional words are selfie, hashtag, sudoku, schmutz, texter, and buzzkill. It allows more word options for young people and keeps them interested. It will also spur purchase of the dictionary, as the older players will question some of the new words played!

Scrabble as a board game is still popular and is played on family game nights or at family gatherings. The younger crowd has showed more interest in the app Words with Friends by Zynga, a Scrabble-like game. Words with Friends has the same basic principles of building words upon each other with letter tiles and point values. One of the big differences is that people can play Words with Friends remotely and do it via a computer or phone or tablet. 

Hasbro, which owns Scrabble, came out with their own app for the game, but it didn’t catch on like Words with Friends. Words with Friends got it right from the start with the ease of the game and the social interaction. People want to be social and play games. 

The new dictionary and addition of words is great, shows relevance, and will help extend life for Scrabble. However, Words with Friends users may benefit more, and it won’t make them bring out the Scrabble board.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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