Word: movements
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...anything we've done in the past," says Lauren Hobart, chief marketing officer for Pepsi-Cola North America Beverages. "It's a big shift. We explored different launch plans, and the Super Bowl just wasn't the right venue, because we're really trying to spark a full-year movement from the ground up. The plan is to have much more two-way dialogue with our customers." (See the 19 stadiums that have hosted the Super Bowl...
These days, viral marketing seems like a smart strategy. "This is exactly where Pepsi needs to be," says Sophie Ann Terrisse, founder and CEO of STC Associates, a brand-consulting firm. "These days, brands need to become a movement instead of just relying on good reviews for their Super Bowl commercials." But why not hit customers from both the top down and the bottom up? Pepsi executives are quick to point out that there will be traditional television advertising for Pepsi Refresh, just not during the Super Bowl. If you're going to launch a charitable initiative that can build...
...farther than the November special election in New York's 23rd congressional district for evidence of how a divided GOP will fail. Before they get to next November almost all of their candidates, and some incumbents, will have to win primaries in a landscape transformed by the tea-party movement. And there's a fine line with swing voters between being perceived as saving America from Obama's supposedly socialist agenda and blocking job-saving and - in the case of health care - life-saving legislation for the sake of pure politics...
Iran typically marks the Feb. 11 anniversary of the 1979 overthrow of the U.S.-backed Shah with massive official parades, rousing anti-American speeches and often the unveiling of some new piece of military or aerospace hardware. This year could be different, as the regime and the opposition Green Movement lock horns in a contest for ownership of the legacy of the revolution. Opposition activists plan to use the day to continue the protests they have maintained since the disputed presidential election in June, seeing themselves as latter-day inheritors of the struggle against dictatorship. But Supreme Leader Ayatullah...
...leaders of the opposition, a compromise has obvious attractions. Resilient as the protesters may be, it's not clear that the Green Movement can continue indefinitely in the face of the state's overwhelmingly superior force - nor is there any visible prospect of the regime's losing control of the streets. Iconic leaders such as Karroubi, Khatami and Mousavi are perhaps less dangerous to the government free than they would be if imprisoned, because their movement's activities are so curtailed and many of their aides and allies are in jail. Moreover, the longer the protests have continued...