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In a bold pronouncement for the chief executive of a diet company, Mindy Grossman recently announced straightforwardly that “the world …
An Abbreviation No More: Weight Watchers Rebrands as Simply WW
16 Friday Nov 2018
Tag Archives: branding
Expanding in All Directions: A Revised Approach by J.Crew
02 Friday Nov 2018
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The fashion brand J.Crew has gone through several iterations. After starting off as the place to find preppy wardrobe basics, …
Meeting Consumers’ Demands for Healthy While Also Fulfilling Their Cravings for Salty
02 Friday Mar 2018
We keep reading and writing about how consumers are seeking healthier food options, and there is no denying that it …
Building Brand Awareness by Saying “Bai” to Some Brand Image Elements but Reinforcing Others
17 Tuesday Oct 2017
As a brand grows, from a quirky niche player into (it hopes) a national supplier, it needs to shift from …
Tough Decisions at Tiffany & Co.: What Makes a Luxury Brand a Luxury?
04 Wednesday Oct 2017
The recent leadership changes at Tiffany & Co., the jewelry line known for its signature blue boxes, are symbolic of …
CVS Makes Changes to Focus on Customer Health
17 Thursday Aug 2017
As we noted in these abstracts, three years ago, CVS Health Corp. removed tobacco products from its stores. The change …
The Caped Crusader Joins Chevy’s Newest Focus Group
31 Friday Mar 2017
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Chevrolet first introduced its “Real People, Not Actors” advertising campaign several years ago. The spots feature a polite moderator, sheparding …
Volkswagen Tries to Put Emission Woes Behind as It Vows to “Think New”
15 Wednesday Mar 2017
Is it possible for Volkswagen to come back from the emissions cheating scandal and resulting betrayal of consumer trust? The …
A Funny Looking Car, Advertising through a Funny Channel: Working with The Onion to Introduce the Elio
10 Thursday Nov 2016
When you have come up with a radically new idea for a car, you need to take a radically new …
Appealing to Diet Cola Drinkers with Something Like but Unlike Cola: Sparkling Ice
16 Tuesday Aug 2016
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As the sales of traditional diet colas, including Diet Coke and Diet Pepsi, fall, the sales of another diet cola …
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