Word: brandings
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...Real Madrid marketing chief Jose Angel Sanchez told British writer Martin Jacques, recently, "Eventually, you may get just six global brand leaders. People will support a local side and one of the world's big six. We have to position ourselves for that." Jacques goes further than Foer in posing some of the questions and tensions raised by globalization on the way the game is played, watched and organized. Where the loyalty of a fan base has traditionally been organized on the basis of local, often sectarian or political affinities, he notes, that hardly helps turn it into a global...
...flaunting his initials, J.F.K., as a politically precocious and impossibly earnest high school student--do not serve him well, especially in a race against a candidate like George W. Bush. Voters know where Bush comes from, in a way few generations have known about their Presidents. They knew the brand before they knew the man himself, got to watch his family in the White House for 12 years and on the public stage for many more. They are reminded where W. is from every time he opens his mouth. And in any case, Bush's biography is not likely...
...sheer size affords it huge advantages in distribution and marketing--Miller is no longer being dismissed as a dinosaur destined to fade away like Schlitz, another once popular Milwaukee beer. In the first quarter of 2004, Miller's volume grew a healthy 3.4%, while sales of its flagship brand and main profit driver, Miller Lite, have grown 18% so far this year. "A-B is a mean machine, with the competitive power of a Wal-Mart or a Microsoft. We can't overthrow the competition, so we have to restore the concept of choice in the marketplace," says Adami, whose...
...that Miller's well-crafted messages were having an impact, Budweiser responded with a negative counterattack, challenging both Miller's heritage, by making an issue of its foreign ownership, and its manliness, by dismissing Miller Lite as the "queen of carbs." "That's a very macho accusation against a brand that has been giving them a royal shellacking," said Adami, a hard-swearing chain smoker, in a recent speech...
...since been dropped, but the bad blood persists. "They'll lead you to believe the ads are all part of their plan, but really it's desperate," says Michael Owens, A-B's new vice president of sales and marketing. "They've got all their juice on one brand--we're giving it back, in kind...