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Wall Street Journal, July 3, 2008 — When it comes to China, sportswear giant Adidas AG thinks bigger is better.
At midnight Friday, the company will open its biggest store in the world here. The long, glass-clad rectangular building reflects Adidas's ambition to use China as a battleground to overtake rival Nike Inc.
By Scott Davis, February 25, 2008 — It’s time to rethink the “customer is king” thing.
With the rapid advance of new media, customers have growing control over when, how and where they interact with brands, media and information. Increasingly, they’re also willing to partner with you as you build your brand, design your products and create your ads.
Successful marketers are listening to what customers want. They’re creating personalized and customized brand experiences that pass the authenticity test, trusting the brand to... continue reading
By Jesse Purewal, October 18, 2007 — A question for marketers: Is it acceptable to poke fun at one customer segment in order to appeal to a second, different segment?
RBK’s answer: Yes, when you’ve failed to win in the market you originally coveted.
But that doesn’t mean it’s a good idea.
You may have seen the “Run Easy” outdoor campaign from RBK (nee Reebok). It combines mean-spirited one-liners with images of pained endurance runners – a bid to show that its brand is on the side of the common folk. The attempt... continue reading
GigaOM, April 23, 2007 — MySpace, hoping to prove it is a new type of marketing platform, commissioned research firms to look at its user habits and responses to marketing campaigns. The results, released today, were unsurprisingly positive — but they’re also interesting. “Friending is the next advertising,” proclaims the report. And 40 percent of social network users claim to have “discovered brands and products that [they] really like” through the websites.
Advertising Age, April 23, 2007 — What's the value of a MySpace user letting a brand latch onto his or her page? A return that keeps multiplying long after people have agreed to let marketers on their profiles, according to a study released today by MySpace owner Fox Interactive Media in conjunction with Carat. Fox executives are presenting the results of the study to a group of online-advertising clients today in Los Angeles.
Hub, January 1, 2007 — Over the past two decades, we have seen explosive growth in sports-marketing sponsorship around the world in every realm -
BusinessWeek, November 3, 2006 — Inside the new Adidas sports performance store on Paris' Champs-Elysées, soccer superstar Zinedane Zidane jogs on a computerized catwalk. Sensors embedded in the track can record the exact pressure of his footfall and gauge his running posture. This data, combined with Zidane's exact shoe size—measured with painstaking accuracy—is used to ensure a perfect fit.
Advertising Age, September 27, 2006 — TV watching, moviegoing and music listening all took a backseat to the internet for Americans under 25 this year. So it's no surprise the viral video has made such a strong impact on the ad industry in recent months
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