Word: brandings
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More success for the Gucci brand had seemed unimaginable when Ford stepped down as creative director four years ago. Ford transformed the posh but petrified label into a global megabrand, resurrecting the company to the tune of $1.8 billion (from $500 million) and ushering in an era of stone-cold sexiness. Gucci's image, not to mention its stock price, soared. But in late 2004, Ford left the company abruptly after clashing with management. The Gucci Group hired three designers to replace him; two seasons later, the then 33-year-old Giannini?who had been plucked from Fendi by Ford...
This particular brand of angst spread comparatively late among Germans. Back in the mid-1990s, they were still more consumed with the economic consequences of German reunification. Pollsters say that only in the past five years or so did Germans look up and start worrying about the costs of globalization, and their concerns seem to be growing. Last month the country rose as one in protest when Finnish mobile-phone giant Nokia announced it was shutting down its plant in the Rhineland city of Bochum to move to Romania, threatening 2,300 German jobs. When the local SPD branch called...
...someone with greater experience,' and added, 'May I urge you to be patient.' And John Kennedy replied, 'The world is changing. The old ways will not do. It is time for a new generation of leadership.'" Kennedy also threw some none-too-veiled criticism at the Clinton brand, with his allusion to "the old politics that parses us into separate groups and puts us at odds with one another...
...Over the years, the Lego group has built up the brand. It developed the larger Duplo series in the 1960s for younger children who had trouble handling the original tiny Lego bricks (Duplo is still going strong too). In 1968, the company opened its first Legoland theme parks, near its Billund birthplace. Parks in Windsor, England, Carlsbad, California and Günzburg, Germany followed, each using around 50 million bricks to create replicas of monuments and landmarks such as the Eiffel Tower, Mount Rushmore, and the Sydney Opera House. Each park receives around 1.4 million visitors per year...
...Radical remedies were needed to restore the brick's reputation. Tie-ins helped: the company's link-up with Star Wars revived the brand, and even led to its own video games: Lego Star Wars II sold 1.1 million units in its first week of release in 2006. If you can't beat 'em, join 'em, it would seem...