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Prophet, December 1, 2008 — Pizza Hut’s rebranding of some of its outlets as ‘Pasta Hut’
has generated consumer discussion, but it is a stunt that is
unlikely to produce long-term growth for the brand
Wall Street Journal, October 29, 2008 — Uneasy about the size of Imax Corp.'s new digital-theater screens, some of its longtime museum clients wish the company would stick to its "think big" corporate mantra.
Imax's co-chief executive, Richard Gelfond, raised eyebrows at a recent meeting of the Giant Screen Cinema Association when he declared that Imax wasn't just about giant screens, but all the parts that combine to make it "the best immersive experience."
Critics say that Imax, whose giant screens are a leading attraction at many museums and science centers that show vivid nature documentaries, should consider a slightly different branding strategy for its digital-projection system, which the company recently started to roll out.
Advertising Age, October 20, 2008 — We are absolutely awash in news and information.... This wash of messages is due, in good part, to the increase in channels of communication, mostly in digital communication. The internet and all manner of things digital have made it almost impossible to escape what's going on in the world, for better or for worse. This has created a host of challenges and opportunities for CMOs and everyone else responsible for the care and feeding of brands. How do you cut through the clutter? How do you take advantage of digital tools and tactics to learn more about consumers and deliver better, more-relevant brand experiences?
This article, an excerpt from a book called "BrandDigital," is about the way marketers built brands in the pre-digital world compared with the... continue reading
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