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Altec Lansing: A Fresher Image

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Altec Lansing was once known for its cutting-edge innovative design products, but their recent products have been anything but innovative. An array of look-alike products and outsourced designs has nearly taken the company all the way to the bottom.

Darrin Caddes, who has recently held high-profile positions with BMW and Fiat, has gained control of the Altec brand two years ago. According to this article in Business Week, he looks forward to reviving the Altec Lansing brand through its website, brand packaging, and point of sale displays. Caddes took little time in revamping iPod dock, and putting the Altec Lansing twist on it. Instead of using high-gloss white curves that many iPod accessories sport, he decided to stay within classic Altec Lansing design. The dock will be black, and it will feature heavy-duty handles.

Will Caddes be successful in his attempts to revitalize the Altec Lansing image?

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