Word: coca-cola
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...Hamlin, general manager of Dell's U.S. consumer business. "We're not first," he says. "We just do it better. We're not embarrassed to admit it. We've come out of nowhere to be the No. 3 consumer brand in the U.S. in less than five years, while Coca-Cola has been doing it for 100 years." Of course, adds Hamlin: "We're not in this to be No. 3. No. 1 is the only target around here...
...live, in case you hadn’t heard, in a globalized world. Standardization and homogenization are the rule. Same McDonald’s the world over, with regional flavorings. Same Coca-Cola, same World Trade Organization. In this “global community,” Britain and America are siblings, prevented from squabbling too much by a little ocean and a few hundred years of history. In an age of monopolistic record companies and internet file-sharing, you could be forgiven for expecting everyone to listen to the same music—whatever the corporate gods...
...approach borrows from a proven business tactic. "Westinghouse created radio shows to sell radios," notes Lee Black, an analyst with Jupiter Research. AOL Music takes a cut from songs sold through MusicNet, but its ka-ching comes from the 16 million visitors it delivers each month to advertisers like Coca-Cola...
...Turkish soda is giving Coca-Cola and Pepsi a fizzy fit - with a little help from U.S. foreign policy. Since Cola Turka hit local shelves two months ago, a high-profile ad campaign has been stoking nationalist sentiment. Starring Chevy Chase as a confused New Yorker struggling to understand why anyone who sips the drink becomes instantly Turkish - sprouting a moustache, cooking stuffed grape leaves and bursting into rousing national song - the launch coincided with the heavy-handed seizure of Turkish soldiers by U.S. troops in northern Iraq. Analysts put Cola Turka's share at around...
...forlorn pet owner summoning his tiny, unimaginatively named dog. It is the sound of marketing, the remix of an old mambo song that has gone from TV spot to hit single and the word on millions of lips. And it's all brought to you by Coca-Cola - not that you'd know from listening to the song. In a cluttered marketplace, advertisers need to be different. Traditional ads repeating a brand name 30 times in 30 seconds no longer stand out. So European advertisers are turning to stealth crossover techniques - creating radio and TV shows, and teaching the world...