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...agency hopping is testing the long-held view that a brand can't be built overnight, and needs to be cultivated and nurtured systematically. "A successful brand has a personality and a conversation with consumers," says Steve Goldstein, vice president of marketing for Levi Strauss, which has used Foote, Cone & Belding and a predecessor agency for 65 years. "But if you keep changing the voice of the person talking, it's very hard for consumers to trust a brand...
PRACTICING WHAT THEY PREACH On the next level is what marketing expert Carol Cone, CEO of Cone Communications, calls "passion branders." They are companies with a long-term commitment to a cause. They not only raise money but also walk the walk of deeply interested parties. If they sponsor environmental awareness, you can be sure they also recycle. McDonald's, for example, has a clear interest in kids and local communities. Its Ronald McDonald House for the families of seriously ill children is one of the country's best-known charitable...
...there's probably nothing that Warner or anyone else can do about these trends. Strategic philanthropy and cause marketing are hot because they serve business well while raising billions of dollars for worthy causes. It's a classic win-win. A recent survey by Cone Communications and the Roper Group found that 76% of consumers would switch to a corporate brand or product that supports worthy causes, provided that the price and quality were on a par with other goods. That's up from 66% in a 1993 study...
Bezos scoffs at the B&N challenge, assuring the world--before descending into his required pre-IPO cone of silence--that Amazon's paper-thin overhead and laser-like Web focus will make it difficult for anyone to match it on price. Amazon doesn't carry the hefty cost of those comfy B&N superstores; for the most part, it just orders titles from warehousers and publishers on your behalf...
...ahead, have the vanilla cone. Women who consume foods rich in calcium--milk, cheese and yogurt--may lower their risk of KIDNEY STONES...