Word: brandings
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...noxious image? Because that's how annoyed Godin is with corporate America's attempt to co-opt Web-based selling, via sites like YouTube and MySpace, and permission marketing (that's the sundae) for their stodgy businesses (the meatball). "It's not an accident that almost all the brands, products, and careers that have succeeded with New Marketing are brand-new and fresh," writes Godin. "It insists on a reinvention of the entire organization and the products it creates...
...more challenging to build brand names and a career or to run the New York City Marathon? -Rob Opaleski, ChicagoMy career. I could have stopped the marathon-it was one of the most beautiful things I ever did. There's not a lot of things where a real macho guy will say, "Yo. That was kinda impressive." [Laughs.] It was one of my shining moments, but I'll never do it again...
...lawfully, guaranteeing a continued black market even if museums don't take part in it. And they're exasperated by demands to return objects that entered their collections many years before the adoption of laws that bar their export. "We've acknowledged that some claims are reasonable," says Michael Brand, director of the Getty Museum. "But if you start claiming everything, it becomes impossible." The Met's De Montebello likes to ask whether Italy will return the bronze horses of San Marco, which arrived in Venice as war booty from Constantinople in 1204. "And at what point is Turkey going...
...only one." Kleisterlee took a carving knife to Philips' abstruse portfolio. The semiconductor business--where even his own father labored--as well as other component businesses got the chop. "In the economic reality of today, you have to make a choice," Kleisterlee says. "We focus on the brand; we focus on marketing; we focus on downstream. We are very, very close to our customer...
Another way the firm thinks it can stand out: extending treatment to the home, where the brand is well known. For instance, heart patients can be monitored from their living rooms using Philips' new Motiva device, which checks vital signs via a broadband link to a hospital. If something is out of whack, a nurse will intervene; a regular checkup might uncover the problem too late...