To view the latest BackPocket articles, visit the home page.
Financial Times, December 24, 2004 — Patrick Thomas, the new outsider recruited to family-owned Herme's, tells Vanessa Friedman why the brand must stay aloof from its rivals
Business 2.0, December 23, 2004 — Want to get smarter in 2005? Then read this
BusinessWeek, December 22, 2004 — Yesterday's familiar products get a fresh marketing jolt as businesses realize reviving them is easier than launching unknown names
BusinessWeek, December 20, 2004 — As it gains popularity, online shopping transforms how all merchants operate
Financial Times, December 15, 2004 — Sponsorhip of action sports has helped a gutsy LGE break through the brand barrier
FORTUNE, December 13, 2004 — A handful of companies are finally perfecting made-to-order for the masses. Here's how.
BusinessWeek, December 13, 2004 — The pressure is on to take the guesswork out of ad spending
Wall Street Journal, December 10, 2004 — Eric S. Raymond has been a loyal user of International Business Machines Corp.'s ThinkPad laptop computers since his Vaio laptop from Sony Corp. fell apart.
Brand Strategy, December 6, 2004 — Eighty-two per cent of new products are brand extensions into the same or a different category and only 15% are totally new brands, according to a study examining 22,000 cases from Research International.
Brand Strategy, December 6, 2004 — Stephan Butscher and Balraj Kalsi explain how premium brands can use clever pricing and a two-brand strategy to expand into low-cost markets
BusinessWeek, December 6, 2004 — A study commissioned by BusinessWeek shows it can take companies years to turn bad feelings — and profits — around.
New York Times, December 5, 2004 — On Wednesday afternoon Mike Bukach, a 24-year-old who works in marketing in Manhattan, walked into the Home Depot on West 23rd Street in Chelsea with an odd assignment. His boss was organizing a large publicity event that evening, and he needed 13 fire extinguishers.
