Word: beers
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...same, to do what smart marketers do, to ferret out our deepest desires--sex! power! beer!--or to bond us to brand names with the kind of tribal loyalty you ordinarily find only in the Balkans, is no easy business. It's art and science, and the ingenuity it requires is something to admire. The six people we profile in this chapter of our Innovators series have taken up the tools of anthropology, mathematics and virtual reality. No subatomic particle, no stretch of the human genome has been studied as closely as you, dear 21st century consumer. And our Innovators...
...road shows, inviting listeners to drinks at Hooters or handing out bumper stickers from a bus. As working-class guys from Long Island, O&A have a knack for making their often not so bright fans seem interesting--and integral. "Some guy shows up with a case of beer, and half an hour later he's on our show," says Opie...
...competitors down a bottle or two of Belgium's cherry-flavored beer in celebration? Probably not. Some of the opponents wanted the deal weakened, not killed. "I feel like a golfer who's just overshot the green," said an executive on the "winning" side. Had the deal gone through, GE's opponents would have been able to pick up some of the Honeywell businesses Welch was ready to divest. Now they can't. At least some on the GE side of the case felt that the competitors' appetite for GE's spare parts would trump their fear of a merger...
...Pass the Prozac." A Houstonian was "extremely distraught to think of the universe as an infinitely large, charred nothing." But in Cincinnati, Ohio, one man put the event in seasonal perspective: "Why must the universe end? There is no answer. Relax. It's summertime. Have an ice-cold beer...
...greens "elitist." Many of his fellow drivers see their enemies either as rich ski folk defending their million-dollar chalets along the Volvo/Chardonnay line or as REI-outfitted granola eaters who want the backcountry to themselves. The greens in turn view the ATV crowd as an emission-spewing, beer-guzzling NASCAR subset that stops to smell the flowers only after running over them...