Word: brandings
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Originally, we created a company called Element Studios to build media brands to profitability, with the plan to start a new brand every six months. Little did we know how difficult it would be. The first brand was supposed to be weddings; the next, home; and the next, a baby thing. We did a competitive analysis with Brides, Modern Bride, Elegant Bride and Bridal Guide. Online it was Weddingplanner.com, USAbride.com and WeddingsUSA.com. If you had the word wedding or bride in your title, you were what we called white noise. There were no media products in this category that people...
...responsibility," says Richard Edelman, president and CEO of Edelman Public Relations Worldwide in New York City. "You have to do it." Amadi argues that many American companies confuse social responsibility with philanthropy. Nike long prided itself on writing checks to charities in the Pacific Northwest. But for a global brand, that wasn't enough. When activists attacked the company because of working conditions in its Asian factories, says Amadi, a company that had thought of itself as a "good guy" had to rethink its game...
...there is a gaping hole in this global strategy: Nestle doesn't control Kit Kat in the biggest chocolate market of them all, the U.S. Back in 1970, Rowntree licensed the brand in perpetuity to Hershey. The only way for Nestle to get it back would be a change of heart--or a change of control--at Hershey. So when the Hershey Trust put the company up for sale last year, Nestle saw a ripe opportunity. Brabeck made an agreement with Britain's Cadbury Schweppes under which it would return Kit Kat and another brand, Rolo, to Nestle if Cadbury...
...It’s been a brand-name for our parties, ‘Featuring DJ Shiftee,’” says SAMC Chair Tanuj D. Parikh ’09. “It will be a loss, definitely, when he graduates this year. We’ll have to find...
...just utterly uninterested. On any given day, the odds of finding freebies of some sort around the intersection of Mass. Ave. and JFK St. are fairly good. While this sort of marketing is familiar and widely accepted (if with some degree of resignation), there is another strain of brand name promotion slowly establishing itself on Harvard’s campus and on college campuses across the nation. Certain companies are targeting Harvard students by hiring them as “campus reps.” From the marketer’s perspective, college students are not only easy to target...