Word: logos
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What's in a name? Three years after Cingular purchased AT&T Wireless, the carrier will soon be rebranded, as AT&T. Ads already touting the merger are likely to drop the Cingular logo by midyear...
...more than a year, Virgin America's application at the Department of Transportation (DOT) has been enmeshed in a cantankerous debate about who, exactly, controls the airline. Richard Branson, the British entrepreneur who has plastered the Virgin logo on everything from record stores to cell phones, longed to start a U.S. branch of his renegade Virgin airlines but was kept out of the market by a law that says foreigners can't own more than 25% of a U.S.-based carrier. Nor can they run the show from behind the scenes...
...first cases shipped in 1995, but lean years followed as the company unsuccessfully tried to market Bionade solely on its health claims. The turning point came in 1999, when marketing expert Wolfgang Blum arrived. He gave Bionade a radical makeover - a slick retro blue, white and red logo, and a new strategy, branding it as a hip lifestyle drink that happened to be healthy. With no budget for television or print advertising, the company needed to get everyone else - especially the media - to spread the word, Blum says. So Bionade sponsored hundreds of sporting, cultural and kids' events across Germany...
...given bags of props, all courtesy of corporate America. Red Mad Hatter hats had "Chevy" stamped on them. This year there was "wordfetti": pieces of cardboard, a bit smaller than calling cards, with the words CELEBRATE, LOVE, PEACE, PLAY and DANCE printed on them. On the back was the logo of Target, which also sponsored those glasses in the shape of a 2007, with the zeroes for eye holes (a clever design that will become obsolete in 2010). DiscoverCard had its brand on the ginchiest bit of couture, a fringed fleece boa, with jingle bells. Periodically, officials went into...
...organization plans to overhaul its marketing next year, remaking its logo (the new one is on the accompanying chart) and sharpening its well-established brand with ventures into the Internet and music. AARP plans to establish a massive new Web presence with a social network based at AARP.org and launch its own blog on current events. Also under way is a wide-ranging music-marketing campaign, including sponsorship of its first-ever national concert tour (with Tony Bennett), a Web-based music-recommendation service and a music blog...