Word: added
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Dates: during 1990-1999
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...contemporaries, who built advertising companies around research and marketing expertise. Burnett forged his reputation around the idea that "share of market" could only be built on "share of mind," the capacity to stimulate consumers' basic desires and beliefs. To achieve this goal, Burnett moved beyond standard industry practice. Early ad schemes were based primarily on a foundation of carefully worded argument focused on the purported qualities of the product being sold. Images were mere decoration for the argument...
...free to run the business his own way, but he never changed the fundamental format that had been devised by the brothers. Kroc added his own wrinkles, certainly. He was a demon for cleanliness. From the overall appearance, to the parking lot, to the kitchen floor, to the uniforms, cleanliness was foremost and essential. "If you have time to lean, you have time to clean," was one of his favorite axioms. He was dead on, of course. The first impression you get from a restaurant, through the eyes and nose, is often what determines whether you'll go back...
...think of a trend that Lauder started. The company never made any effort to be the makeup choice in the fashion shows. What you had with Estee Lauder was the quality of her view, of her demand for an ultrafeminine portrayal of the product. Every woman in every ad was the essence of femininity. Is that the kind of women we are talking about now? I'm not sure, but women know who Lauder is. Hers is a product with a focus...
...risk of oversimplifying a rather complex business phenomenon, it can be said that the easiest way to grasp the essence of what Sam Walton meant to America is to read his ad slogan emblazoned on all those Wal-Mart trucks you see barreling down highways around the country: WE SELL FOR LESS, ALWAYS. Walton did not invent discount retailing, just as Henry Ford didn't invent the automobile. But just as Ford and his cars revolutionized America and its industrial model, Walton's extraordinary pursuit of discounting revolutionized the country and its service economy. Walton didn't merely alter...
Malcolm took charge in 1964 and found the go-go '60s a perfect platform for stories about swaggering entrepreneurs very much like himself. He put more emphasis on stock-market advice and edgy corporate pieces and used charm, guile and arm twisting to ratchet ad sales. He also promoted the hell out of his magazine, becoming the most influential Harley biker, hot-air balloonist and Faberge-egg collector...