Word: rita
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...while keeping its followers in clogs will be vital, broadening Crocs' appeal through a range of different styles is no less important. Take Swatch. The Swiss firm made its name flogging bold, plastic wristwatches in the 1980s. "Like Crocs, Swatch was very faddish, slightly gaudy, plastic and cheap," says Rita Clifton, chairman of global brand consultancy Interbrand in London. When fashions changed, Swatch faced a similar challenge: How could it build on that early success and appeal to a wider market? It now offers a range of metal, plastic and even Tiffany watches. "They've meta-morphed their brand over...
...Harry Potter series, the character Hermione decides to get even when the muckraking Daily Prophet columnist Rita Skeeter starts harassing her and her Hogwarts friends...
...Under Larry, we put together our really strategic plans and really started to think in a longer-term way about where technology was going,” said Rita P. Murdoch, Dartmouth’s long-time director of support and fiscal services...
...WWOOF, short for World Wide Opportunities on Organic Farms, connects cash-strapped travelers with farms in need of extra hands. The lodging-for-labor combo means volunteers pay only for transportation, plus a small fee for access to host-farm listings in one of the 92 countries through wwoof.org Rita Garand, a stay-at-home mom in Montreal, loved her stint on a lavender farm in Italy this May, where her family spent five hours a day weeding. But would-be WWOOFers should ask about specifics, advises Mark Phillips, a Boston sales associate who had to work 10-hour days...
...Gulf War, BA gave away some $10 million worth of seats in what it dubbed the "world's greatest offer." That move "had a party atmosphere and a confidence and scale that actually built the BA brand despite the fact that it was giving stuff away for free," recalls Rita Clifton, chairman of global brand consultancy Interbrand...