Word: branding
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Dates: during 2000-2009
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...Barnett of Brooklyn Brothers. "It gives us a greater understanding of clients' businesses." Another potential payoff, says Ruth Mortimer, associate editor at Marketing Week, is that collaboration can inspire greater creativity and risk-taking. For the launch of Relentless, Erasmus created a 30-minute surfing documentary to position the brand for the extreme-sports set. "It's a more sophisticated type of advertising than we're used to seeing with Coke," Mortimer says...
...Agencies are taking on a lot more risk than they are used to by launching their own branded products. Results so far have been reasonably positive, according to the agencies. Dignan of Erasmus says Relentless is Coke's most successful new brand in a decade. The potential reward is worth the risk, says Barnett. If the agency's Fat Pig organic-candy line flops, he says, "the worst thing that could happen is there would be a lot of chocolate for us to eat." That's sugarcoating the prospect of a brand going bust, though. If a lot of agency...
...takes nerve to fight fires. But leaping out of planes and parachuting directly into infernos requires a rare brand of bravery. And no man better exemplified this fearlessness than Montana native Earl Cooley, who died...
...Tires But the same Americans who speak darkly of the China effect routinely seek out the least expensive cell phones, televisions and clothing and demand that companies whose stocks they invest in show double-digit profit growth. Procter & Gamble needs the supercharged gains of its Oil of Olay brand in China to remain compelling to investors. The Otis Elevator Co., a unit of United Technologies, makes great elevators, but it's China that's erecting thousands of skyscrapers. And the same Chinese who snap up copies of China Is Not Happy seek business deals with American companies, crave access...
...with a China story. Intel is spending hundreds of millions of dollars to build a gleaming new factory in the northern Chinese city of Dalian. Nike signed up Chinese basketball wunderkind Yao Ming and then a gaggle of élite Chinese athletes to become the most popular sports brand in the country, growing 22% this year in China compared with barely 2% in the U.S. FedEx invested billions in logistics in China and the Pacific Rim, not just enabling foreign companies to function more smoothly but also exporting knowledge of modern shipping in the process. The cumulative result...