The article explains Bootstrap Branding. There are many layers of value, both tangible and intangible, to the process of self-discovery that gives birth to memorable, lasting brands. Even if the new logo and tag line never make it to four-color print and network television, the process that generated them helps...
Will cellular service brands eclipse the big cell phone brands? Do not hang up on Nokia, Ericsson, and Samsung just yet. The article talks about the issue that the domination of the big branded device, however, is now under threat. While all the mobile phone operators were essentially selling the...
Consumer electronic companies have had no shortage of new product introductions. These new products are spurred from new or emerging technological advancements, improvements to existing technologies, or spin-offs from other brands, among others. In any of these cases, today's consumers are becoming more and more confused with all of the...
It is no accident that big sports brands are highly sought after prizes for wealthy top businessmen. Who would have thought a few years ago that the top two English clubs would be owned by a Russian and an American. They don't just bring money they also bring business and...
Byline: MATTHEW CREAMER Research firm Millward Brown recently took its annual look at which "brand''-that is, the stuff of a product or service's intangible relationship with consumers-contributes the most to its overall value. As you'd expect, luxe marketing creations...
Byline: Matthew Schwartz Cisco continues to plug its brand by focusing on the human side of networking. "Instead of being a product player with the `Powered by Cisco' campaign, we're trying to position Cisco to be a...
Byline: Matthew Schwartz In April, BlackBerry had an 11-hour lapse in service-an eternity for executives glued to their mobile e-mail. While The New York Times, for example, reported that one user of the handheld device was "freaking out'' at the...
Byline: Mary Ellen Podmolik Marketing campaigns for products like computers and printers have tended to focus on the basics of specs, speeds and prices. Hewlett-Packard Co. stepped away from that strategy last year with its "The Computer...
Byline: Beth Snyder Bulik bbulik@adage.com They make light bulbs, don't they? Millions of Americans became more aware of Philips thanks to its media campaign that brought the table of contents closer to the front...
Byline: BETH SNYDER BULIK Every salesman is a marketer, but not every marketer is a salesman. Luckily for Samsung, Peter Weedfald is both. After four years at the helm of Samsung Electronics' U.S. marketing operations, Peter Weedfald was recently promoted...
Byline: Beth Snyder Bulik Sony used to be a lifestyle brand powerhouse that topped most consumers' wish lists. Today that positioning is Apple's, and Sony finds itself looking increasingly like your grandfather's electronics company. What happened?...
Byline: Kate Maddox IBM Corp., which was called a "big blue dinosaur'' in the 1999 Fortune 500 issue, ranked third in this year's BusinessWeek/Interbrand report on top global brands, demonstrating a remarkable ability to turn its brand image around. ...
Business Editors/High-Tech Writers 2004 International CES LAS VEGAS--BUSINESS WIRE--Jan. 8, 2004 Leadership in Home Networking, Mobile Communications, Personal and Home Entertainment Powers CES Offering Winner of 11 Innovations 2004 Design and Engineering Showcase Awards, Samsung Electronics Corp....
Business Editors NEW YORK--BUSINESS WIRE--Sept. 24, 2002 Expanding its leadership in the consumer electronics industry, Samsung Electronics today will showcase its new line of products designed to deliver the future of digital convergence technology to consumers across the United States. As...
Marketers try bizarre tactics to land jobs Motivated by the continued poor economic outlook, advertising and marketing industry job seekers have resorted to some bizarre tactics to get noticed by prospective employers. This was among the findings of a survey...
Philips Electronics' slogan was ``Getting better.'' But the relationship between the Dutch marketer and longtime shop Messner Vetere Berger McNamee Schmetterer/Euro RSCG Worldwide, New York, apparently was getting worse. The decision to pinkslip Messner late last month, Philips executives...
The dot-com sector may still be shaking out, but that isn't stopping traditional companies from heading to the Web in droves to connect with customers and ensure brand loyalty. But despite millions of dollars spent, most Web campaigns are enjoying only lukewarm success. The key? Understanding the...
Articles 2001-01-01
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