Word: brandings
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...Muzak used to be the butt of jokes for its bland elevator music, but it now supplies some 400,000 shops, restaurants and hotels around the world - including Gap, McDonald's and Burger King - with songs tailored to reflect their identity. "What we're trying to capture is a brand's essence," says Bob Finigan, Muzak's vice president of product and marketing. "We express the intangibles of a brand's identity - their company values, their position in the market - through the emotional power of music...
...needs a rebranding. IIT went through such a transformation after the tech bubble burst in 2001, when engineers - Indian and American alike- were being laid off by the thousands. That's when some of the school's most prominent alumni decided to turn IIT into a brand combining the brainpower of engineering with the excitement (not to mention the big money) of entrepreneurship, by playing up the accomplishments of IITans like Umang Gupta, CEO of the web services company Keynote and employee No. 17 of the company that later became Oracle. Gupta is a rock star to young IITans...
...Boeing's brand reputation in the last six months has been transformed because of this plane," says Paul Charles, director of communications for Virgin Atlantic, which has ordered 23 787-9s for delivery from 2011. "It's in the same league as the Wright Brothers' wooden plane, the first metal plane. And this is the first plastic plane," he says. "This is precisely the kind of milestone in the industry that we need...
...English icon, the Galaxy's offer seemed smarter way to end a storied career than riding the pine for Real or transferring to a lesser English or European team. With Beckham in their midfield, Galaxy execs dream of creating a "global brand," where they play games against the world's top teams, and attract better players and more fans. His July 21 debut is against London powerhouse Chelsea, although it's an exhibition match of the sort that European clubs rarely take seriously...
...team's forwards. At a recent match against DC United, the Galaxy's Cobi Jones crossed several balls to attackers unmarked in the penalty box, only to see the chances he'd created muffed or sent to the 16th row. It wasn't a particularly pretty or productive brand of soccer. So what will happen when Beckham starts kicking the ball to open players and they start missing them? The English press will be ruthless, of course, but Lalas is confident. "He's going to be great and he's going to do things that many of our players...