Word: topness
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Dates: during 1990-1999
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Zack De la Rocha, lead singer for the rock-hop band Rage Against the Machine, walks into Ca'Brea, a small Italian restaurant in Los Angeles, with revolution on his mind. Dressed in a hooded red sweat top, his dreads tucked into a knit cap, he takes a seat at a corner table and exchanges what, for him, passes as small talk--how money is corrupting politics, the effect of advertising on the editorial content of magazines--before getting down to important issues. He thinks Subcomandante Marcos, leader of Mexico's Zapatista rebels, should be TIME...
...Eloise] A top-floor suite at the luxurious Plaza Hotel in New York City...
...Gore] A top-floor suite at "Washington's Family Hotel," the Fairfax, now the Westin-Fairfax, in Washington...
...firms and foreign ones, it still cannot be viewed as one big market of 370 million undifferentiated consumers. Cultural and language barriers are very much a factor in consumer choice. And some brand images vary from country to country. BMW cars, for instance, aren't considered to be particularly top of the line in Germany, but are considered luxury cars in much of the rest of the world. Rovers are commonplace in Britain, but they are seen as classy foreign imports in Southern Europe. There is not even pan-European agreement on what constitutes quality. A T shirt made from...
...from fellow European companies were often cheap promotional giveaways, so many retailers view licensed products as a form of advertising that doesn't belong on their shelves. That puts the onus on marketers to convince retailers that most of today's licensed products are well-made goods associated with top brands. It's a slow slog. But, says David Isaacs, Equity Management's international director, "it can be done...