Word: risk
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...them insights that can benefit their conventional customers. "We do a lot of learning this way," says Barnett of Brooklyn Brothers. "It gives us a greater understanding of clients' businesses." Another potential payoff, says Ruth Mortimer, associate editor at Marketing Week, is that collaboration can inspire greater creativity and risk-taking. For the launch of Relentless, Erasmus created a 30-minute surfing documentary to position the brand for the extreme-sports set. "It's a more sophisticated type of advertising than we're used to seeing with Coke," Mortimer says...
...Agencies are taking on a lot more risk than they are used to by launching their own branded products. Results so far have been reasonably positive, according to the agencies. Dignan of Erasmus says Relentless is Coke's most successful new brand in a decade. The potential reward is worth the risk, says Barnett. If the agency's Fat Pig organic-candy line flops, he says, "the worst thing that could happen is there would be a lot of chocolate for us to eat." That's sugarcoating the prospect of a brand going bust, though. If a lot of agency...
When times are good in financial markets, we're willing to convince ourselves that they're good for a reason. The fundamentals are great, the experts tell us. Innovation is creating new opportunities and new wealth. We've gotten better at managing risk. After a few years of market trouble, though, the tone changes. "When the trend is sideways to down, they think the machine is broken," says Robert Prechter. "Jeez...
...nonsense, have begun to come around at least a little. Yale's Robert Shiller describes market booms and busts as the product of fashion and animal spirits. A trio of academics revisited a famous 1934 paper that debunked the predictions of Dow theorist Hamilton and found that, adjusted for risk, Hamilton's predictions beat the market. MIT's Andrew Lo, a top finance scholar, has made technical analysis one of his main research topics. So maybe there is something to it. Or maybe this is just evidence of a social wave in action...
...Mohammed, will face trial next year in a New York City federal court. Holder and President Obama say they expect prosecutors to push for the death penalty. Critics slammed the decision, claiming that the defendants' presence in New York will create a media circus and put the city at risk of another attack. Experts also noted the legal issues a civilian trial will raise--including the use of evidence obtained through waterboarding, to which Mohammed was subjected 183 times, and the difficulty of finding an impartial jury in a Manhattan courtroom just blocks from where the World Trade Center once...