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MAR
19
CoreBrand's Survey Also Finds Pepsi, Microsoft Sliding Down Standings While Apple Gains
Advertising Age,
March 19, 2009 —
Watch out, Starbucks, Pepsi and Microsoft: Your brand power is waning.
So concludes CoreBrand's Brand Power Index, which ranks 100 corporate brands in terms of market reputation and awareness. The annual ranking is conducted by surveying 400 corporate executives across 1,200 companies and 49 industries, with financial performance, perception of management and investment potential taken into account.
MAR
16
Soda Has Most Popular Page After President, in Collaboration Between Creators and Marketer
Advertising Age,
March 16, 2009 —
Pop quiz: Who has the most popular page on Facebook? Barack Obama. Who's second? Coca-Cola. Yes, sugared water runs second only to the leader of the free world. Who was it again that said people don't want to be friends with brands?
MAR
9
Soft-Drink Giant's Vault Takes on Mtn Dew With Unusually Aggressive Offer
Advertising Age,
March 9, 2009 —
In an audacious and quite possibly unprecedented move likely to resonate with recession-weary consumers, Coca-Cola will give away a free sample of its Vault brand to anyone who buys PepsiCo's Mtn Dew.
FEB
2
Heaviest Spender Generated Most Chatter, but Big Bucks Don't Mean Positive Feedback
Advertising Age,
February 2, 2009 —
Who says you can't buy buzz? In the end, the marketer that bought the most ad time ended up reaping the most chatter among the Twitterers, bloggers and online talkers.
JAN
31
New York Times,
January 31, 2009 —
After 24 years, one of the most famous blunders in marketing history is quietly coming to end. The Coca-Cola Company is dropping the “Classic” from its red labels in some Southeast regions, and the word will be gone from all of its packaging by the summer, the company said Friday.
DEC
2008
Nine Components That Powerfully Engaging Brands Share With Religion
Advertising Age,
December 8, 2008 —
Having spent years talking with brand fans — from obsessed Harley-Davidson riders to devoted Guinness drinkers to young Hello Kitty admirers (one of whom owns more than 12,000 pieces of Hello Kitty merchandise) — I've been struck by the power brands have over their followers. But can the apparent parallels between brands and religion possibly hold up? Have some brands actually managed to create their own religions by, coincidentally or deliberately, adopting triggers and tactics from the world of religion?
NOV
2008
Wall Street Journal,
November 13, 2008 —
Concerns that bottled water is a bad choice for the environment have cooled sales of the hot-selling product. But Nestlé, the world's biggest bottled-water producer, is trying to persuade consumers they should worry more about another drink: soda.
NOV
2008
Fewer Families Going Out Means More Sales of HDTV, Sound Systems
Advertising Age,
November 3, 2008 —
Steven Cook came to Samsung Electronics America a little over a year ago, after 13 years at Coca-Cola and another 13 years before that at Procter & Gamble. Mr. Cook said Samsung now sits at No. l or No. 2 in most of its product categories, similar to successful classic consumer-package-goods makers. With the commoditization of electronics — much like package goods — his job is to continue to differentiate Samsung as a premium brand.
AUG
2007
Soda Maker's Interactive Chief on How to Deliver Compelling Ideas to Wide Range of Global Markets
Advertising Age,
August 27, 2007 —
NEW YORK (AdAge.com) — Coca-Cola Co.'s new chief marketing officer, Joe Tripodi, will have a new global interactive chief to turn to when he starts. While her title is new, Carol Kruse knows her way around the beverage giant, having managed Coke's online advertising, customer-relationship marketing, and online and gaming marketing over the past six years.
JUL
2007
As CMO, Tripodi Will Go Back to Basics, Focus on In-Store Efforts
Advertising Age,
July 30, 2007 —
After years of veering among different high-profile marketing executives, each of whom proselytized about a different high-minded marketing concept, Coca-Cola Co. has gone back to fundamentals.
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