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Rebranding the DogFish
By: Dwayne W. Waite Jr.
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No, not the beer. That's Dogfish Head. Based on its availability almost everywhere now (at least so it seems on the east coast), they are doing all right. 

We are talking about the spiny dogfish, a member of the Squaldiformes order, formerly the most popular shark in the world. 

Apparently, cod and haddock are overfished in the New England part of the States, and people are looking to adopt dogfish into the diet. Therefore, dogfish is in need of a branding campaign. According to the source article, dogfish is served in some schools and universities, and lawmakers are looking for the government to help and buy dogfish for the military and its correctional facilities.

But what can those dogfish lovers do for the general market?

Thankfully, this isn't new for the fish.

Over in Europe, dogfish was formerly known as Rock Salmon. It was pretty popular in England and Germany, but because of its population decrease, it has been placed on the endangered species list over there, and those fishermen are not allowed to capture any of them.

We forgot to mention — since dogfish is actually a type of shark, businesses over there were no longer allowed to call it salmon.

What can dogfish advocates do? Several things. First, though not recommended from us, is that they go negative; focus on the overfishing of cod and haddock and sell the need for more options. This option, though not the favorite, is the most convenient one. Second, they can think of a new name for dogfish. Creating a name that customers will find delicious could increase its chances of restaurants choosing it. Third, they can co-brand with similar products. Talk to Dogfish Head brewery can see if they can cook up a series of pairing evenings up along the New England area with its beer and the dogfish. That saves energy on creating a new name, and pairs the fish up with an exciting craft brewery.

Whatever the dogfish advocates decide to do, hopefully it is as entertaining for us regulars.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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