Word: brandsness
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Ever since post-war Japan tied its economy to innovation, the quest for novelty has assumed frenzied proportions. Most Japanese TV ads for food and drinks incorporate the mantra shin hatsubai, which roughly translates as "new product for sale." Indeed, Japan is the world's speediest economy when it comes...
In some markets, Disney has gone so far as to nest one franchise inside another. In Latin America, it's created local HSM brands that don't compete with the American version but riff off its popularity with new movies tailored to the local market. This summer came the release...
The researchers found that tobacco companies have increased the nicotine content in some brands of moist snuff and have employed different approaches to making snuff more palatable. They also found that marketing efforts have increased, and that moist snuff usage among teens has risen.
What do Rosary Beads and Red Bull have in common? A lot, it seems. Marketing guru Lindstrom and his team hooked up 65 people to special MRI machines to find out what their brains revealed about the connection between religion and brand loyalty. For days, the researchers ran images--like...
The experiment is quintessential Lindstrom. The author, who spends 300 days a year on the road, teaching major companies how to market their brands, has an original, inquisitive mind. His new book is a fascinating look at how consumers perceive logos, ads, commercials, brands and products. Lindstrom conducted a three...