 |
 |
Unorthodox Brand Alliances |
| |
Recently I was in a Copenhagen taxi, heading for the city's airport. My co-passenger was a lady who carried a fancy bag. A very nice bag, I'm sure, but... more |
| |
Download (PDF Format) »
|
 |
Smashing Your Brand |
| |
Back in 1915 Earl R. Dean, who was working at the Root Glass Company, was given a brief to design a bottle, which firstly could be recognized in the dark.... more |
| |
Download (PDF Format) »
|
 |
ROI Branding |
| |
The days where branding was all about big budgets and doubtful return on investments is long gone. Even though the big brand image campaign still might... more |
| |
Download (PDF Format) »
|
 |
Online Dating for Brands |
| |
What do United Airlines and Starbucks coffee have in common? Take one of United's U.S. flights, and you'll find out.
On every domestic flight,... more |
| |
Download (PDF Format) »
|
 |
Made In... |
| |
Imagine you were offered a choice to purchase two different cars. Nothing was said about the cars, not even the price. The only information you have would... more |
| |
Download (PDF Format) »
|
 |
Brand plus Brand |
| |
Will the recent alliance between Proctor & Gamble and Gillette succeed? Well some years ago, the American Marketing Association produced a study with an... more |
| |
Download (PDF Format) »
|
 |
Brand Alliances Put to the Test |
| |
I'll bet that, more than once in your career, you've pondered the risk of teaming up with some other brand in a co-branding deal. The deal probably looked... more |
| |
Download (PDF Format) »
|
|