Word: conceptions
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Dates: during 1990-1999
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Burnett was exactly that. Creativity, he advised, called for an intuitive ability to identify the inherent drama that resided within a product through the conscious use of "earthy vernacular" imagery. To explain his concept of inherent drama, Burnett repeatedly cited a 1945 print campaign for the American Meat Institute. After careful consideration, he related, "we convinced ourselves that the image of meat should be a virile one, best expressed in red meat." At the time it was highly unusual, even distasteful, to portray uncooked meat in advertisements. Enthusiastically breaking the code, Burnett produced full-page ads depicting thick chops...
Like many of America's great entrepreneurs, Kroc was not a creator--convenience food already existed in many forms, from Howard Johnson's to White Castle--but he had the cunning ability to grasp a concept with all its complexities and implement it in the best possible way. And that's as American as a cheeseburger...
From the outset, Morita's marketing concept was brand-name identification and brand responsibility: that the name would instantly communicate high product quality. This is a marketing concept widely used by companies today. But at that time most companies in Japan were producing under somebody else's brand name. Pentax, for example, was making products for Honeywell, Ricoh for Savin and Sanyo for Sears...
...Walkman is just such an invention. Morita watched as his children and their friends played music from morning until night. He noticed people listening to music in their cars and carrying large stereos to the beach and the park. Sony's engineering department was generally opposed to the concept of a tape player without a recording function (it would be added later), but Morita would not be denied. He insisted on a product that sounded like a high-quality car stereo yet was portable and allowed the user to listen while doing something else--thus the name Walkman...
Though it's hard to believe today, discount retailing was a controversial concept when it began to gain ground in the '50s at stores such as Ann & Hope, which opened in a reclaimed mill in Cumberland, R.I. Traditional retailers hated it, and so did manufacturers; it threatened their control of the marketplace. Most states had restrictions on the practice...