brand strategy

Luxury Brand Names - Extensible Everywhere?

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How far will a brand stretch?

by: Jennifer Rice

Friday's Wall Street Journal offers two examples of brands trying to stretch outside their traditional boundaries.

First, Wal-Mart plans to launch small-footprint stores in a response to Tesco's entrance into the US market. Two different concepts will be launched next year:

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One Word Equity - Saatchi’s Brand Strategy

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Repurposing the Corporate Blog to Reach Green Influentials

by: David Wigder

These days corporate marketers are launching blogs at a record pace.  According to Jupiter Research, nearly 40% of corporate marketers are planning to launch a corporate blog within the next 12 months.  Yet, consumers do not share the same enthusiasm for these blogs as corporations do: only 3% of consumers have used them to conduct product research.

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Perhaps advertising isn't the money pit people thought it was

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Market Landscape 2007: Is Green the New Common Sense?

by: Michael Hoexter

Taking a break from my series on the electron economy, I wanted to share some impressions from the changing market and media landscape.

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best brand communications deliver a service

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Libido-Enhancing Scent Patch

By: Ilya Vedrashko

Someone who figures out how to spray stores with this thing will move a lot of merchandise:

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Coke-Creation

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Brand Humanity

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