Word: brandings
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...Hart's Hutch Owen stories follow a path as unpredictable as the marketplace. "Aristotle" ends when Hutch finds himself lost in the desert, on the grounds of Onassis Brand Camp, a sort of Outward Bound for biz execs. Hutch encounters Onassis himself, who berates Hutch for his concept of freedom as being able to come and go as he pleases, beholden to no entity. Counters the mustachioed, cross-trainer-wearing Onassis, "I have met the forces of this world. I have danced and wrestled with its gods. I collude with destiny. ? That is freedom." Surprisingly, Hart leaves Owen speechless...
...preaching about Pampers. Sitting on a four-poster living-room bed in the cramped apartment she shares with her baby daughter, mother, sister, brother-in-law and five nieces and nephews in Norwalk, Calif., a predominantly Hispanic working-class suburb of Los Angeles, she waxes eloquent about the diaper brand's absorption abilities and its "softer cloth." At a baby shower before her 6-month-old daughter Fatima was born, a friend gave Parilla a competing diaper as a gift. She regrets ignoring her sister's advice to stay away from other brands. Those other diapers, she says, caused...
Although the endorsement by her sister and prenatal nurses turned Parilla on to Pampers, a few marketing tactics from Procter & Gamble, Pampers' $51 billion parent company, have helped the 21-year-old single mother stay loyal to the brand. Parilla recalls a Pampers television ad she liked, broadcast in both English and Spanish, showing a smiling baby crawling in the diapers. The nurses at Garfield Medical Center in Monterey Park, Calif, gave Parilla free samples of Pampers and other P&G brands like Crest and Tide as she checked out after Fatima's birth (Parilla uses Crest, although she prefers...
SARGENT: Three years ago, it was 8% of our sales. Today it is 15%. There's not a lot of brand recognition in our industry. Now we're testing selling office supplies at Kroger and Stop & Shop. Down the road, I'd like for Staples to be the national-brand office product...
...filling extravagant custom orders-the Emir of Kuwait once commissioned 14 sets of hippopotamus-skin luggage. But over the past two decades, the business had declined and licensing deals had diminished the name. Enter Suppancig in 2003, a former Hugo Boss and Escada executive who immediately recognized the brand's rich heritage and set to work revitalizing Valextra as a kind of Italian Herm...