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Starting with a new food ingredient that extends the sweetening properties of natural sweeteners, the name Likewise pleasantly represents the idea and fits into the portfolio of Cargill brand names. The result was a successful new product launch into the food ingredient market.

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The process of discovering the right name for something is both a creative process and endurance race. Facing the increased competition for ingredient brands, the Likewise name was able to hold up all three legs of the stool (memorable, protectable and relevant).

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