Word: brandings
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...Swoosh sits atop the page, reminding kids that Nike lets you wish happy birthday to your "Joga Friend" from Sweden. "That goes way beyond somebody saying, 'Oh, yeah, I saw a commercial,'" says Trevor Edwards, Nike's vice president for global brand marketing. "Gone are the days where you can put an ad out and hope people see it. Anyone who doesn't understand the change in the landscape does so at their own peril," he adds. Adidas will unveil a dedicated soccer network on MySpace.com...
...Canton, Mass., sporting-goods company. Although the merger helps Adidas gain market share and nudge closer to Nike overall, right now it's a drag on earnings: Reebok's orders declined 22% in the fourth quarter of 2005 owing to weak products and anxiety about Adidas' strategy for the brand. "Mind boggling," says John Shanley, an analyst at Susquehanna Financial Group...
Turning Reebok (2005 sales: $3.8 billion) around is a daunting task, one that some feel Adidas shouldn't have taken on. "Reebok is a brand you can probably develop, but it's going to cost time, and it's going to cost money," says Joerg-Philipp Frey, an analyst at Bank Sal. Oppenheim in Frankfurt. "Why should Adidas have to do that? They're better off concentrating on their own brand." To Adidas' Stamminger, two brands offer more leverage than one. Reebok also gives Adidas another weapon that Nike has to fend off. "There's a potential in this market...
...says Filbry. "That's not soccer." Edwards, Nike's marketing guru, guffaws. "I'm happy they would dismiss something that millions of people around the world are playing," he says. On the eve of the World Cup, jawing between the world's top players has begun. May the best brand win. Adidas vs. Nike...
Lutz's product revival, meanwhile, is yielding some decent cars with interiors that don't feel like Cracker Jack toys. The Saturn Sky won't save the brand but provides much needed zing. Edmunds.com calls it "Maria Sharapova at a tennis match full of middle-aged and badly dressed men." Lutz vows that design will no longer take a backseat to sales and marketing. A forthcoming Cadillac will be a model dreamed up by a design team and pitched to senior execs instead of the other way around. A 2007 Saturn sedan, the Aura, with an exterior designed in Germany...