Word: brandings
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...already have an audio or home-theater setup they like, and just want a way to patch in their iPod. It connects to a receiver or TV using standard audio and video plugs; the video connector not only plays slideshows of pictures you have stored up, but even delivers brand new iTunes video content (if you have the newest iPod).It's also got a USB 2.0 connection so you can use it as your computer's iPod dock...
Doing the right thing doesn't only help protect the brand. It also can help secure future resources and markets. Consider the corporate response to the HIV pandemic. "AIDS is like a laser-guided missile targeting the most productive segments of economies and societies," says Trevor Neilsen, executive director of the Global Business Coalition Against HIV/ AIDS (gbc). The epidemic in emerging economies such as India and China, he notes, threatens the future health of global commerce. As many as 30% of the employees at certain mines in Africa are infected. The severity of the crisis has prompted mining giants...
Proponents say CSR programs present opportunities to develop new markets. After Crest, a Procter & Gamble brand, started a national dental-health program for underserved kids in 2000, it gained 15% more of the Hispanic market it had targeted. Customers may pay extra for brands that speak to their conscience. Whole Foods' meteoric rise, despite the high cost of its specialty goods, is testament to that claim. "The relationship with the consumer has to be framed in an eloquent way," says Timberland CEO Jeffrey Swartz. "Whole Foods is the best company in the world at framing that conversation...
Swartz would have pressed on even if he had failed to bring costs down. Why? Because the green glues added value to a brand worn by environmentally conscious outdoor enthusiasts. But there's another reason: the effect Swartz believes such socially responsible initiatives have on the rank and file of his company. That also accounts, in part, for why he has installed stringent fair-labor policies at Timberland's factories and those of its vendors in Asia, Eastern Europe and North Africa. Timberland does not allow workers to put in more than 60 hours a week--a rule that...
Fueling demand for the natural resource is water's continuing transformation from a necessity to a commercialized, globalized product. India's largest brand, Bisleri, ships water from a spring in Chateaugay, N.Y., to markets as far away as Houston. In the growing luxury market, water can cost as much as wine. Some critics of the industry see an unfortunate irony in the fact that a billion people in the world don't have access to safe drinking water. "We are not against bottled water for humanitarian reasons," says Terry Swier, president of Michigan Citizens for Water Conservation...