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
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	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
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	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
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	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
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	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
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	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
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	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
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