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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...
...general election. The constitution prevents Lula from seeking a third consecutive term, which is why he picked the tough-talking former Marxist-Leninist to carry on his progressive policies. But to win the job, Dilma - who, like many Brazilian public figures is known by just one name - will need Lula out on the campaign trail...
...never run for office and is little known and - so far at least - little liked. Although she is widely respected as hardworking and competent, she also has a reputation for being domineering and authoritarian. Analysts agree that for Dilma to have any chance of being elected, she'll need the popular Lula by her side...
...there will be any restrictions on him, but it is a yellow light for Dilma that makes it clear how dependent she is on Lula," political analyst João Augusto de Castro Neves said from the capital Brasilia. "Her team must be thinking, 'Uh-oh, we need a Plan B.' It is hard with Lula, it will be harder without him. She is banking on a transfer of votes." (See pictures of Pope Benedict XVI's visit to Brazil...
...Right now, Dilma's focus is on gaining momentum before April, when she must officially declare her candidacy. She'll need to visit the farthest corners of Brazil and get her face constantly on television and in the newspapers, something she has done diligently over the last year by sticking to Lula like a shadow. But it remains an open question whether she can build a critical mass of voter support without her charismatic mentor alongside...