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Long touted as the maker of dependable products, Maytag now wants to extend its image to that of an innovator.
“Maytag has historically been known as dependable,” said Cathy Rhomberg, vice president and account director at Maytag’s agency, Leo Burnett. “We’re taking it more toward innovation in making life easier.”
The Newton, Iowa, company is shifting its focus because dependability has become a less-distinctive quality in the category, Rhomberg said. “When you look at repair rates, there are a lot of good appliances out there.
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