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Where Brands Go to be Born Again
Orange, apparently, is the real color of money. In the Silicon Valley town of Palo Alto, Calif., within blocks of where Facebook and Google grew up, Citi’s chief innovation officer Deborah Hopkins...
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The Best (and Worst) Brand Extensions
It’s a plane! It’s a purifier! It’s both! In theory, launching a successful brand extension should be easy. All you have to do is take a familiar name and slap it on a new product in another category....
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Where's the Party? At 30,000 Feet
Luanne Calvert is used to working without a net, executing first-class, buzzworthy campaigns and forging relationships on the fly. When the five-year-old airline Virgin America, partly owned by Sir...
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The World's Buzziest Brands
NBCUniversal Integrated Media launched the Brand Power Index (BPI) in 2010 to pinpoint the 500 brands consumers are talking about the most. The BPI’s methods for measuring the impact of multilayered...
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Brand Genius Quiz: Test Your Marketing IQ
So, Mr. or Ms. marketing exec, you’ve got the sweet salary and window office—and you know it all, don’t you? Well, time to find out. Take our quiz on some of branding’s more unusual facts and foibles....
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Seven Brands That Are Winning With Nostalgia
For some of the biggest consumer brands, nostalgia is anything but yesterday’s news. In a study of brands that had consumers buzzing during the first quarter, NBCUniversal Integrated Media noticed...
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This Former Hedge Fund Analyst Wants to Launder Your Clothes
Robert Hennessy has an unusual talent. If you tell this ex-analyst entrepreneur where you live in New York, he can name every laundry and dry cleaner within a stone’s throw. “Seventy-eighth between...
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Does the American Shopping Mall Have a Second Life?
Here’s how to have a good time at the local shopping mall,” a reviewer called Bunny E. posted on Yelp this past February. “Load the ‘Dawn of the Dead’ soundtrack on your MP3 player and go to the mall...
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Welcome to the New Face of Big Pharma
Justin, a 12-year-old with Type 1 diabetes, just started middle school and was bummed he had to regularly check his blood sugar between periods while his pals rushed to the next class. It’s exactly...
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How Olivier François Is Fixing Fiat for Its Return to America
In 2011, as Fiat struggled to reestablish itself in America after a near three-decade absence from the market, the Italian auto brand didn’t have to call some guy named “Tony” to pop the hood. Olivier...
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