Word: branded
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Turns out that Comcast, the media conglomerate with more than 47.1 million cable, Internet and telephone customers, has more to fret about than integrating a struggling brand (NBC) into its fold. Now the company has to deal with all the jokes about the new name for its core products. Though the parent company will retain the Comcast name, next week its cable, telephone and Internet services will be rebranded Xfinity in 11 markets, and nationwide thereafter. (See the 50 best websites...
...action, the State Department has assembled a team of tech-savvy twenty- and thirty-somethings to train activists, nurture networks and even innovate new technologies. To do this, it plans to sponsor competitions and partner with universities and companies, which Clinton called upon to "be part of our national brand" campaigning against Internet censorship...
...sudden, dangerous acceleration - though the DOT itself is being criticized for the same reason. Lawyers, who are never slow to react, are swarming. One class action alleges that jammed accelerators in Toyotas have caused 16 deaths and 243 injuries. Customers who once wouldn't think about looking at another brand now have reason to. (See the 50 worst cars of all time...
...Super Bowl. Sure, the spots are pricey - between $2.5 million and $3 million for this year's game, which will be played on Feb. 7. But the 100 million-strong audience, which includes a slew of people tuning in solely to dissect the commercials, almost guarantees instant brand buzz. No one knows this better than Pepsi, which has produced some memorable Super Bowl spots: a sweltering Cindy Crawford sipping on a Pepsi while a couple of adolescent boys admire the can, Britney Spears gyrating for the camera, those stupid dancing bears. In fact, Pepsi has advertised during the Super Bowl...
These days, viral marketing seems like a smart strategy. "This is exactly where Pepsi needs to be," says Sophie Ann Terrisse, founder and CEO of STC Associates, a brand-consulting firm. "These days, brands need to become a movement instead of just relying on good reviews for their Super Bowl commercials." But why not hit customers from both the top down and the bottom up? Pepsi executives are quick to point out that there will be traditional television advertising for Pepsi Refresh, just not during the Super Bowl. If you're going to launch a charitable initiative that can build...