Word: brandings
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...example, Pacific Sun tends to downplay rather than call attention to its house brand. PacSun stores carry the company's private-label clothing, called Tilt, but instead of stitching the name prominently on the outside of clothes, the retailer hides the logos on inside tags. The strategy provides insurance against the inevitable moment when a brand goes from In to "losers only" with customers. "When a teen decides a brand is dead," Weaver says, "they don't kill it slowly. They put it immediately out of its misery." That is also the reason PacSun stocks a wide variety of brands...
Today his business produces nearly 40,000 instruments annually--99% for export, with more than half going to the U.S. Only 20% are stamped with the Gliga label. The remainder are sold blank to wholesalers for distribution under other brand names, one reason Gliga remains relatively unknown...
...brand management were a religion, Rita Clifton would be a deity. The wry 45-year-old Brit heads Interbrand, the firm that named Prozac, Viagra and the Mach3 razor. She has just joined the board of Dixons, a British tech retailer whose stable of brands includes its flagship online store and the magazine PC World. Information overload may make branding more important than ever. "People are going to edit out some of what they receive, just to stay sane," she says. "Branding is potentially a very good navigator." And that's great news for brand Clifton...
According to Helen Martinez, founder of Chica Inc., a lifestyle fashion brand based in Los Angeles, it was the 2000 Census that convinced fashion execs there was big money to be made marketing to the nearly 39 million Latinos who represent the U.S.'s single largest minority group. This year Chica's sales are projected to reach $2 million--double last year's. Similarly, the Vato line of Latin tops is in "constant reorder mode," according to Carl Dias, the women's buyer for L.A.'s Traffic boutique...
...syrup that has sweetened sodas since the late 1970s). Tommy's orange actually tastes like an orange, and his lemon-lime is crisp and tart, not sugary. Fizzy Lizzy is a line of natural beverages made using only fruit juices and seltzer. Steap Green Tea Sodas is the first brand to be certified organic. Steap's microbrewed drinks come in such traditional flavors as cola, root beer, orange and lemon dew, but contain no additives or refined sugars. --By Lisa McLaughlin