The many faces of Ralph Lauren

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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Fad Marketing's Balancing Act

In Japan, Pepsi's limited edition flavors can be huge hits—and then it kills them

BusinessWeek, August 6, 2007 — Only a lucky few ever got to try Pepsi's Ice Cucumber soda. The pale green drink began appearing on shelves at Japanese convenience stores in early June. Within days, clips of people swigging the stuff were showing up on YouTube (GOOG ), and bloggers were debating whether the taste was more melon than cucumber. A couple of weeks later, all 4.8million bottles of Ice Cucumber had sold out. But instead of ratcheting up production, Pepsi brand managers in Japan did the unthinkable: They discontinued the drink.

Will Virgin America Enjoy Much of a Honeymoon?†

Wall Street Journal, August 6, 2007 — When Virgin America Inc.'s planes take off this week, the upstart discount airline founded by British billionaire Sir Richard Branson will be well-funded, have a fleet of brand-new planes filled with creature comforts and face the same uncertain flying world as the rest of its competitors.

Gatorade Takes a Gamble With Its Heritage by Heading Off Field†

While a Light Version Fizzled in 1990, Beverage Giant Has Learned Its Lessons Since Then (Think Propel)

Advertising Age, July 30, 2007 — PepsiCo's Gatorade owns a commanding 80%-plus market share of the $4 billion sports-drink category it created in 1967. But that also works against it, as its immense market share allows for little in-category growth. And with its sales recently lagging, Gatorade has little choice but to grow through new products — and new reasons to drink them.

Best Buy Moves to More Mobile Selections†

Chain Expands Choices for Handsets and Plans; Ringing Success, So Far

Wall Street Journal, July 12, 2007 — Like most of its rivals, Best Buy Co., the largest independent U.S. electronics retailer, used to sell just a small selection of cellphones with subscription plans from Verizon Wireless, Sprint Nextel Corp. and AT&T Inc.

But late last year, the company decided to expand its offering to include more carriers and many more phone choices.

A Smoothie You Can Chew On

To appeal to diners as well as drinkers, Jamba Juice is adding heft to its concoctions

BusinessWeek, June 11, 2007 — known for staples including Banana Berry and Strawberries Wild, Jamba is busy bulking up its menu as part of its bid to become the Starbucks (SBUX ) of the smoothie

P&G Rekindles an Old Flame†

New Febreze Candles Aim to Extend Product Line; Is Growth a Burning Issue?

Wall Street Journal, June 5, 2007 — Procter & Gamble is selling candles again, nearly 90 years after the rise of electric lighting forced the company to stop making them.

This time around, though, the company says its candles will do more than just light a room. P&G claims they can trap bad odors using new technology, and quickly fill a room with fragrances such as "Linen & Sky" and "Meadows & Rain."

New Motorola Phones Aim at High-End Market

David Beckham, Danica Patrick and the singer Fergie helped unveil a glossy new lineup aimed at reviving a struggling company

New York Times, May 16, 2007 — Motoral, the mobile phone giant, is hoping to revive its business prospects with some slick new phones and a little celebrity gloss. At an event yesterday in New York, the company announced a sequel to the company’s hit Razr phone; an update to the Motorola Q, its rival to the BlackBerry; and a new line of handsets designed to play music, video and games

Aquafina Adds Beauty SKUs To Enhance Liquid Assets†

Brandweek, May 7, 2007 — Aquafina is thirsting to "Make your body happy" in a whole new way. The PepsiCo-owned bottled water brand will flow from the beverage aisle into the health & beauty segment with Aquafina Advanced Hydration RX, a 10-SKU skincare line from licensee Added Extras.

Kraft Bets Consumers Will Hunger for Bacteria†

LiveActive Brand Could Extend From Raw Cheese to Snacks and Beverages

Advertising Age, April 23, 2007 — Hold the Metamucil: Kraft Foods wants to help America get more regular. The food giant appears to be launching an entirely new marketing platform under the LiveActive name of probiotic (good bacteria to battle irregularity) and prebiotics (nondigestible fibers that stimulate good bacteria in the colon).