SEP
8
Roundtable of Experts Says Smart Advertisers Will Use the Medium to Provide Consumers Something Valuable
Advertising Age,
September 8, 2008 —
When it comes to mobile marketing, advertisers have not only a challenge but a mandate to create something useful for consumers, according to a panel of experts Advertising Age gathered to talk about the opportunities — and potential pitfalls — of reaching consumers on their phones. Good mobile marketing, the consensus said, takes advantage of the channel's inherent traits and ties into other media.
SEP
2007
America's billion-dollar designer is going global and upscale while creating a new in-house brand for J.C. Penney. Can he really sell all things to all people?
FORTUNE,
September 17, 2007 —
Ralph Lauren was doing reconnaissance, lingering outside one of his stores watching customers. On this crisp fall Saturday afternoon a few years ago, he had driven one of his vintage cars from his estate in Katonah, N.Y., through the leafy back roads of Westchester County to the nearby town of New Canaan, Conn.
At the store Lauren made an observation that would add a new chapter to his legacy. The mothers were leaving with shopping bags, he noticed, but the daughters were exiting either empty-handed or with just a shirt for their dad or boyfriend.
As Lauren stared at this demographic segment that had evaded his $4 billion fashion empire, he had a feeling that reminded him of the character played by Steve McQueen in "The Thomas Crown Affair".
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