Positioning vandalism on a great name. The name Roses Only is a textbook example of positioning genius, instantly setting it apart from the generic world of florists with its uncompromising focus. You want roses, you go to the specialists.

Then a few years after it becomes a huge success, some PowerPoint-toting middle manager says: 'this rose thing is restricting our growth - we can be the specialists in everything'.

Then they give it a tag line that fights with the name like two badgers in a sack.

It's a short trip from here to Total Gift Solutions.