Word: network
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...Bogusky, this kind of "buzz," or "viral," marketing is advertising's future. Covert, hands-on and unabashedly weird, the genre--industry insiders call it "network-enhanced word of mouth"--has turned websites and other forums into interactive opportunities for advertisers and consumers to connect. Crispin Porter & Bogusky helped make Canada's Molson beer the fastest-growing top-25 import in the U.S. last year as it built up buzz in the bars by slapping on beer bottles labels with oddly suggestive comments like "Skinny-dippers are people too." "Conventional branding tends to piggyback on pop culture," says Bogusky, 41, whose...
...insurance, through the portability of health care and pensions. So if you lose your job, you don't lose everything else with it. But there is a different problem: firms do not have an incentive to, say, take people who are programmers and train them to be systems-integration network engineers. We ought to have some kind of human-capital-investment tax credit, which would subsidize, for example, cross training an IT person in another sector, like health care. It improves the match between the workers' skills and the skills that are being demanded. The nation as a whole gets...
...ANNOUNCED THAT CONAN O'BRIEN will succeed Jay Leno as Tonight Show host ... in 2009. The lengthy advance notice was seen as a way of keeping Late Night host O'Brien from jumping to a new network when his contract expires next year. Five years is a long time to wait for a promotion. But Conan can take heart from these other heirs- long-in-waiting. --By Carolina A. Miranda...
...WORKS: Motorola's A845 comes with a small video camera mounted above the display and can send moving images over a high-speed wireless network that can deliver data at speeds almost as great as basic...
...directors--buy into your visions of the future. But for Peter Schwartz, it's all in a day's work. Remember the talking ads, animated cereal box and self-updating newspaper in Stephen Spielberg's Minority Report, set in 2054? All from Schwartz. Meanwhile, his consulting firm, Global Business Network (GBN), based in Emeryville, Calif., plots out future scenarios--such as whether another SARS outbreak could affect Singapore Airlines--to help businesses plan for the unthinkable. "Somewhere in each scenario exercise--if we've done our homework--is the future," says Schwartz, 58. "Very rarely have we really missed. More...