MAR
2006
Speed Demons
BusinessWeek, March 27, 2006 — How smart companies are creating new products — and whole new businesses — almost overnight
Category: Marketing Strategy
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Archive for March 2006
To view the latest BackPocket articles, visit the home page.
MAR
2006
Wiser about the Web
BusinessWeek, March 27, 2006 — As companies get savvier about where to place ads, there’s a flight to quality
Category: New Media Marketing
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MAR
2006
Branding success calls for more than quick-fix pricing philosophy
Marketing Week, March 23, 2006 — Supermarket price promotions are used in various ways to build brands, but, as Sainsbury's has found to its cost, return on investment can take a long time
Category: Marketing Strategy
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MAR
2006
L'Oreal Like Oil and Water
Marketing Week, March 23, 2006 — L'Oreal is acquiring The Body Shop for about #650m
Category: Marketing Strategy
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MAR
2006
Managing Uncertainty†
Financial Times, March 23, 2006 — Far too many products fail because they do not excite customers or reach the sales and market-share goals set by the companies that developed them.
Category: Marketing Strategy
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MAR
2006
thirty years in hog heaven
BusinessWeek, March 21, 2006 — Harley-Davidson's outgoing CEO reflects on how the brand and motorcycling's image have evolved and the need to keep "a little bit of the edge"
Category: Brand Strategy
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MAR
2006
Vuitton unpacks its clothes†
Financial Times, March 21, 2006 — LUXURY BRANDING: A new 'ready-to-wear' space at London's Harrods breaks one of the brand's cherished commandments
Category: Marketing Strategy
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MAR
2006
Branding that speaks to the eye
BusinessWeek, March 16, 2006 — For Whirlpool, it helped to speed up new product development and bring about futuristic user-friendly innovations
Category: Innovation
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MAR
2006
Through the looking glass
Marketing Week, March 16, 2006 — New media allows brands to engage directly with consumers, but the same technology can offer market researchers a unique opportunity to find out what customers really think.
Category: Marketing Strategy
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MAR
2006
Going Off the Beaten Path For New Design Ideas
New York Times, March 12, 2006 —
Category: Customer Experience
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MAR
2006
Note to Telecoms: Rebrand or Die
BusinessWeek, March 9, 2006 — A discussion of the merger of AT&T and BellSouth and how the entire industry needs to rethink its strategies
Category: Brand Strategy
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MAR
2006
Case Study Hitachi†
Brand Strategy, March 8, 2006 — Hitachi is a brand that touches most people's lives, whether at home or work, but it has been lacking in recognition. Maeve Hosea looks at how the Japanese giant is raising awareness
Category: Brand Strategy
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MAR
2006
Priceline 2.0†
Brandweek, March 6, 2006 — Name a former high-flying dot-com that staved off extinction by reinventing its business model and is in the midst of a rebirth of its brand. There is perhaps no better answer to that question than Priceline.
Category: Brand Strategy
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MAR
2006
2005 New Product Pacesetters Executive Summary
Associated Press, March 1, 2006 — Now in its eleventh year, the IRI annual New Product Pacesetters report showcases the most successful new CPG brands. Given the industry’s low new product success rate (less than 25% meet the $7.5 million in year-ones sales required to become a New Product Pacesetter), the Pacesetter brands are truly exceptional. Pacesetter brands beat the odds.
Category: Marketing Strategy
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