At the beginning of 2010, Hebert's brand identity and packaging looked old and tired. But before BrandFocus made any sweeping recommendations for change, we wanted to know what the general public thought about the brand. 600 telephone interviews confirmed that Hebert was well known by consumers living within 25 miles of Hebert's Shrewsbury, MA headquarters, but hardly top-of-mind beyond that radius. Equally reassuring was the response heard most often when consumers were asked "What one word comes to mind first when you think about Hebert?" Their answer was "Taste".