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Product brand identity
Borns branded and re-introduced Oliver's zone coated lids which was a mature, underperforming product for them. Instead of using the same general description as their competitors, Borns proposed the name Osurance. Branding Oliver's Osurance as well as Ovantex apparently lead DuPont to change from an alpha-numeric naming system to introducing the name Asuron for their most recent version of Tyvek.