Word: brandings
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Pernod Ricard's task now is to goose Absolut sales. The vodka has come a long way since production began in 1879 in the southern Swedish town of Ahus. It remained a local brand for a century until 1979, when Russia invaded Afghanistan. Many countries shunned Russian products, including vodka. Absolut saw its chance to go international, and helped by what has become a memorable advertising campaign, it has never looked back...
...controversy also tapped worries about whether Obama--with his liberal voting record, lack of experience and unconventional brand of politics--can weather a Republican onslaught in the fall. Obama's advisers concede that his insurgent campaign against Clinton was going so smoothly, it was a little hard to know how the candidate would handle a crisis of his own making--as opposed to finding the right way to distance himself from the incendiary remarks of others. Obama's own words were potentially more damaging than the controversial comments of his minister Jeremiah Wright or even his wife Michelle's declaration...
...returned as campaign manager last summer to help engineer the candidate's comeback by, among other things, making major cuts in spending. With no fancy office (or even a cubicle) at McCain's Arlington, Va., headquarters, Davis, 50, directs an operation of about 100 employees, including many twentysomething staffers brand-new to presidential politics. Here's a tour of his work space...
Virgin's airlines operate more like a loose regional federation, connected by the Virgin brand (an extension of Branson's lighthearted persona in a red-and-purple color scheme) but otherwise owned and operated independently. Each has its own business model--different services for different customers in a different set of cities--but they can work together as needed. Virgin Atlantic, V Australia and Virgin America, for example, plan to share a first-class lounge at LAX and thus reduce overhead. Virgin America, V Australia and Virgin Blue can decide on a whim to allow some of their flight attendants...
...industries, airlines. That's why, for example, Virgin America does not plan to have more than 100 planes--limiting itself in the first five years to the 30 largest U.S. cities, those that attract both business and leisure travelers, particularly the young creative types who identify with the Virgin brand. Don't expect Virgin on the Pittsburgh-Indianapolis run. "They will be very sad," Branson says of the passed-by places. "That will be part of the discipline of our company. Our model will not work for every city...