Word: viewings
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Dates: during 1990-1999
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...happens, the debate that has blown up around The Insider is also about credibility. Although neither Wallace nor 60 Minutes executive producer Don Hewitt has been allowed to see the film in advance of its release, the two argue that it merely reflects the point of view of Bergman, played by Al Pacino, who now works as a free-lance documentary producer and who was a consultant on the film. Wallace insists that throughout the whole fight, he and Bergman "were two peas in a pod, stood shoulder to shoulder" in their determination to air the interview. But the film...
...their part, haven't neglected the issue. "Despite what this ABC show may have reported, there's no clear scientific evidence to date that cell phones are linked to brain cancer," says Dr. Lisa DeAngelis, a neuro-oncologist at Memorial Sloan-Kettering Cancer Center in New York City--a view, she adds, that will be reaffirmed in an upcoming study by her colleagues...
...brand? Does it signal value? What image does it conjure up? "You can't just put out a doodad with a name slapped on it," insists Michael Stone, co-director of New York's Beanstalk Group, another large licensing agency. Missteps abound among those who have held that simplistic view. Take Virgin Clothes: British entrepreneur Richard Branson has successfully etched his Virgin trademark onto a host of products, from CDs to cola. But his apparel line is struggling, mainly because its initial styles were pricey and somewhat conservative, which went against the trendy and value-conscious image originally established...
Perhaps the biggest hurdle to overcome in Europe is retailer reluctance. In the past, licensed goods 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...
Given the new onslaught of licensed goods heading their way, European retailers may have little choice but to change their view. Consumers, after all, like the stuff. As American-style retailing continues to take hold in Europe, shopkeepers are beginning to chant another U.S. mantra: the customer is always right--especially when wielding branded credit cards...