Word: brandes
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Cool may be our country's most precious natural resource: an invisible, impalpable substance that can make a particular brand of an otherwise interchangeable product--a sneaker, a pair of jeans, an action movie--fantastically valuable. And cool can be used to predict the future. The theory goes as follows: when cool people--a group known to marketers as alpha consumers--start talking or eating or dressing or shopping a certain way, noncool people (a group that most marketers belong to, by the way) will follow them. Watch the cool kids, the alpha consumers, today, and you can see what...
...business: the mannequins in the window have protruding bellies, and painted on the glass is the word MATERNITY underneath a silhouette of a woman with a bump. But that doesn't stop some unsuspecting--and not-expecting--women from entering Angela Mavridis' year-old store, lured by familiar brand-name fashion and accessories...
...absurdly impossible acrobatics, the ball shoots everywhere, occasionally leaving the table altogether and hitting passers-by on the head. At this year's Verbier Festival in Switzerland, where audiences and performers mingle in the local bars, I found myself facing off against the Chinese boy wonder's unique brand of uncompromising passion. For the record, he lost. Then again, only two hours before, he'd played the most exciting performance of Rachmaninoff's famously challenging Piano Concerto No. 3 I'd ever attended. So he could be forgiven for letting his football skills dip. Lang Lang is already a veteran...
...Estee Lauder contract was such a big deal and one cannily planned by her agency. "We really pushed her as a beautiful woman, not a beautiful black woman," says Bart. Meanwhile, Estee Lauder president Patrick Bousquet-Chavanne had been looking for a way to update and broaden the brand's appeal, concerned that its image had become fusty and middle-aged. "The choice of Liya herself was first linked to her style and personality," he says. "But she also makes the image of the brand hipper and more fashion forward. You can't have a single white face express...
...makeup and clothes, not social inequities, she is nevertheless hoping to inspire others. "I'd love it if young girls can see me and say, 'She's done it, and so can I.'" And her agents think she has done something unique, as Estee Lauder is a prestige brand--that is, one that can be bought only at high-end department stores and not the corner Wal-Mart. Similarly, Gucci's Ford, who is widely praised for his seeming inattention to the color of a model's skin, has signed Indian model Ujjwala Raut to represent Yves Saint Laurent cosmetics...