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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.

Cargill name

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).

Our moms say we should put ourselves out there more.

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