Word: brandings
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Trump's forte is brand building, and he is the brand, the Martha of money. Trump does commercials for Verizon, was host of Saturday Night Live and last week unveiled Trump Visa, which rewards cardholders with casino discounts. There is now Trump Ice bottled water and a hot-selling book, How to Get Rich. Publicity, in other words, is his strength...
...Trump may get most of what he wants anyway--not because of his managerial acumen but because the brand he has promoted so tirelessly is a key asset. "His name has cachet," says Kim Noland, debt analyst at Gimme Credit newsletter. "That might actually help with customer count." Trump is a tough negotiator too. He knows from experience that when you owe billions, the creditors are in just as much trouble as you are. And he isn't all that desperate. His outsize ego could no doubt handle the potential Atlantic City bankruptcy, and his stake in the casino properties...
Gateway has also spearheaded an American-brand revival, as companies like HP, Dell, Motorola and even Zenith (a U.S. brand now owned by a South Korean company) try to grab market share. "It's driving traditional Japanese consumer-electronics companies crazy," says Peter Kastner, chief research officer at the Aberdeen Group. Although flat-panel TVs are produced exclusively in Asia, U.S. companies like Gateway and Dell are developing strong brands that will allow them to go after other product categories dominated by Japanese makers. American tech companies are working behind the scenes: Corning makes glass for the displays, and Texas...
...that are inspired by the loose-fitting, four-pocketed guayabera, a traditional shirt that's popular with many Latin men. But the market goes beyond the Latin customer base. Jennifer Lopez, who launched her JLo fashion empire in 2001, has a diverse clientele, as do some of the other brands. Says Feldenkreis: "Our brands have crossover appeal." Republica Trading Co., a small men's apparel brand founded by Rafael Jimenez, started out targeting a very specific Latin niche--Dominican ex-pats living in New York City's Washington Heights neighborhood--but has grown to envelop a much wider audience. Republica...
...sense of alienation from the testosterone-driven culture of his home town, his avid defense of gay rights and his firm belief that women, rather than men, should rule the world. But if Cobain is a saint, then we must reexamine our definition of sainthood. Cobain’s brand was not one founded on moral perfectionism, guilt or self-flagellation, but one that upholds sincerity and human decency above status and personal achievement, and is willing to forgive and occasionally to embrace the flaws that make us human. Now that Cobain is long gone, and rock...