Does this snack food rebrand smell fishy to you?

Hi there, and welcome back to b. Building from business.com. This is the highlight reel of the b. Newsletter — your digest of bite-sized news, thought and brand leadership, and entertainment. For the full-length version of the b., sign up here to get the full edition in your inbox two times a week.

In this issue, we'll explore the surprising costs of workplace loneliness and ways to foster meaningful connections, dig into the power of unlikely partnerships with lessons from the big screen, and uncover the flexibility behind Play-Doh’s success. Plus, learn how minor oversights—from typos to lapsed service renewals—can haunt your business, and discover practical strategies to improve team structure, cybersecurity, and overall resilience. Let’s dive in!

Will a Fancy New Name Hook Adult Snackers?

In the packaged food world, a memorable brand name will keep sales swimming along. And while Goldfish has been a pantry mainstay since 1962, the fish-shaped cheddar crackers are more popular with kids than adults. So, hoping to appeal to more mature palates, the The Campbell's Company Company is renaming the crackers “Chilean Sea Bass.”

The marketing stunt will only last for a single week, but with a consumer backlash against shrinkflation, snack producers need some bait to get us hooked again.

Is your product feeling a little stale and cheesy? Check out our guide Time for Change: When to Rebrand and How to Begin the Process.

How to Solve Loneliness at Work

Loneliness in the workplace is more than an emotional struggle; it impacts health, productivity, and job satisfaction. Discover research-backed strategies for building connection, fostering team culture, and helping employees thrive. Full article here.

Venom: Unlikely Partnerships Can Fuel Symbiotic Success

What do a journalist and an alien parasite have in common? Discover how unlikely partnerships—on screen and in business—drive blockbuster success and transform brands into global sensations. Read on.

Play-Doh Wasn’t Meant for Kids, But Its Creators Stayed Pliable

From wallpaper cleaner to a beloved children's toy, Play-Doh's origin story is one of creativity and adaptability. See how flexibility and fresh perspectives can turn a product’s purpose upside down—and lead to billions in sales.

4 Tiny Business Oversights With Scary Big Impacts

Sometimes, the smallest slip-ups can become a business’s worst nightmare. Learn how companies can prevent costly errors, from typos to cybersecurity flaws, and keep profits safe from the unexpected. Learn more.

We Meme Business

Written by Antonio Ferme , Ali Saleh and Dan Ketchum . Comic by John McNamee .

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