Conventional wisdom holds that it’s a good thing when a brand’s been around for a century or two. And if you’re Domino Sugar—which built its first refinery in New York in 1807—there’s certainly no need to introduce yourself to most shoppers. But Domino has a unique challenge. Its brand is a commodity, and in these belt-tightening times, most shoppers who can save a buck by buying store-brand sugar almost certainly will. And that’s why Domino struck back—not by changing its brand, but by changing its appearance.