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Amway Forever: The Amazing Story of a Global Business Phenomenon by Kathryn A. Jones

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Renewing the Brand

At first, distributors could choose to be affiliated with Amway or Quixtar. But in January 2003, Amway moved all of its distributors to Quixtar. According to some litigants, using the word Amway was discouraged even in the Quixtar business.20 The repositioning of the brand was designed to further distance Alticor from the negative publicity surrounding Amway. “Even the Amway distributors themselves cringe when a prospect asks them, ‘Is this Amway?’” former Amway “Silver”-level distributor Patrick J. Smith (a pseudonym) wrote in The Dark Side of the Pyramid. “When your own network of distributors intuitively understands that they have to mitigate the negative baggage associated with a brand, then it is time for a change,” he added.21 A former Quixtar IBO in Texas said she felt that she was misleading prospective clients when she called friends and acquaintances to come hear about a business opportunity. “They would ask, ‘Is it Amway?’ and I would say, ‘No, it’s Quixtar.’ But by the end of the meeting some of them would get mad and tell me they felt misled because it clearly was Amway. I didn’t understand why we had to be so secretive.”22 Eventually, disillusioned, she dropped out of Quixtar.

The media soon picked up that Quixtar was the reincarnation of the former Amway. In June 2003, the newsmagazine Dateline NBC informed Doug DeVos, Quixtar’s president, that it was preparing an investigative story about Quixtar, its distributors, and its marketing practices. ...

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