Word: brandings
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After attacks by Senator John McCain and others, this brand of combat was chased into the hinterlands and banned by court after court. Then, in 2001, Frank Fertitta III and his brother Lorenzo, entrepreneurs in the Las Vegas casino business, bought the tarnished name Ultimate Fighting Championship and rehabilitated the sport. Or, rather, remade it. Technically called mixed martial arts, ultimate fighting was given a set of rules (no more head butting) and a streamlined synthesis of fighting styles (so long, one-glove boxing!) rather than the old chop suey of contending martial-arts schools. A doctor was stationed...
...rest of the family could fly to Boston. The local fire department brought an ambulance for Yolanda's mother, who has since been placed in a nursing home nearby. "The firemen were arguing over who got to volunteer," says King. A day later, the fire fighters came back with brand-new bunk beds for the kids...
During this sea change, Sharp intends to use Aquos as the product that burnishes its reputation as a top-tier global brand. International business already accounts for about half of Sharp's revenues, with buoyant sales of its high-end TVs in the U.S. and Europe driving those gains. The company has also benefited abroad from the launch last fall of a worldwide branding campaign, including ads produced by Wieden+Kennedy, an agency that's famous for managing Nike's advertising. Since the spots began airing, brand recognition for Aquos in the U.S., according to market-research surveys, has jumped...
...expensive and a little too poorly engineered to attract many customers. It was a dispiriting struggle, says Machida, but it taught him an ironclad belief that is now axiomatic throughout the company: "If you are in electronics and you are not strong in TVs, your business and your brand will suffer...
...developed its first flat-panel LCD TV in 1987 and dabbled in LCD televisions throughout the 1990s. Building on that foundation, Machida moved LCD TVs to the forefront of Sharp's strategy. He spent heavily over three years on the design, manufacture and marketing of a new flagship TV brand dubbed Aquos, and his bet paid off. Launched in January 2001--a moment referred to inside the company as the Big Bang--Aquos quickly became the coolest name in TVs since the Sony Trinitron. Sharp is now the world's biggest seller of LCD televisions, accounting...