Why P&G Is Bringing 18 Brands Together for Olympics Push†

Q&A: Global Brand-Building Officer Marc Pritchard Explains the First of Several Efforts

Advertising Age, February 16, 2010 — Sports marketing has been growing at Procter & Gamble Co. for years, and particularly since it acquired Gillette five years ago. P&G's biggest sports effort to date comes with the Winter Olympics in Vancouver, where 18 brands are combining with the corporate brand in an effort that also includes P&G's first corporate TV ad in the U.S.

It's the biggest corporate-marketing event ever, though it builds on more than a decade of increasing multibrand marketing efforts that include companywide coupon circulars and websites and retail promotions. An extensive digital, print, consumer-promotion and in-store program rounds out the campaign.

Kraft Latest Marketer to Cheer Up Its Logo†

Food Giant Unveils New Look for Corporate Communications, Website

Advertising Age, February 17, 2009 — Kraft Foods became the latest in a string of marketers to unveil a smiley-face corporate logo, at the Consumer Analysts Group of New York this morning.

The logo is a result of what the company calls a "co-creation process" with consumers, employees, ad agency Nitro, London and another shop, Promise, whose location couldn't immediately be identified. The accompanying tagline on the logo will be "Make today delicious."

The Corporate Brand: Help or Hindrance?†

Lilypad Hotels and Resorts may rebrand its boutique properties under the corporate name. Will customers and hotel managers buy in—or simply check out?

Harvard Business Review, February 1, 2008 — Andre Cleary absentmindedly fidgeted with the bottle of melatonin tablets in his left hand, lightly jiggling the pills with each twitch of his wrist. He had hoped to catch up on some much-needed sleep during the 20-hour flight to Rio de Janeiro—this being the final leg of a six-week series of meet and greets that had taken the CEO of Lilypad Hotels and Resorts across the continental United States, over to the Middle East, and now to South America. He sat comfortably in the first-class cabin of a 767, loafers under the seat, pillow poised to do its job.

Executives Get the Blogging Bug†

More CEOs Openly Post Their Views on Work, Life; The Tale of a Colonoscopy

Wall Street Journal, July 13, 2007 — The Internet can be a dangerous place — even for a CEO. John Mackey, chairman and chief executive of Whole Foods Market Inc. is the latest to learn that lesson, after he was revealed this week as the author, under a pseudonym, of pro-Whole Foods comments on an Internet stock-message board. Mr. Mackey also maintains a blog that has attracted the attention of federal antitrust regulators.

What Price Reputation?

Many savvy companies are starting to realize that a good name can be their most important asset—and actually boost the stock price

BusinessWeek, July 9, 2007 — A recent print ad by United Technologies Corp. (UTX ) looks deceptively like an assembly diagram for a model helicopter. Study it more closely, however, and you'll notice that the color schematic of UTC's Sikorsky S-92 copter is embedded with messages aimed at Wall Street.

The world’s most reputable companies

These business have products consumers want — and their trust

Forbes, May 23, 2007 — With all the bad news recently about corporate scandals you might be forgiven for wondering which companies actually have good reputations. For the eighth year, Reputation Institute, a New York City-based consultancy and research firm, conducted a study to find the answer. This year's winner is Lego. Yes, Lego, the 70-year-old Danish toy manufacturer, scored No. 1 of 600 companies worldwide.

Twitter while you work...

JaffeJuice, May 11, 2007 — Earlier this week, I challenged Delta to stop talking about change and change already! I criticized a bloated 30-second spot which essentially says, "we're changing", but offers no proof. In addition, it sets them up for failure with typical mismatched expecations between communication and ground-level activation (service, baggage handling, delays, comfort - I could go on)

My point was simple: instead of telling us you're changing, why not prove it to us? Why not update us regularly with - for example - a Twitter group.

The best new business ideas we've covered in 2006

Springwise Newsletter, January 16, 2007 — Over the past few weeks, we've picked our favorites from the new business ideas we covered in 2006. Not because we're particularly fond of reminiscing, but because we're convinced these innovative concepts still offer plenty of opportunities for entrepreneurs seeking to start something new in 2007.

National Football Intrigue

Hub, January 6, 2007 — Despite its success- or maybe because of it - the NFL is rarely thought of as innovative. Lisa Baird, the NFL's senior VP of consumer products and marketing, readily admits that the league is not exactly a bastion of new ides, but just as readily asserts that she is out to change that.

How to Keep Your School From Being Brand X†

Wall Street Journal, December 12, 2006 — The Haas School of Business at the University of California, Berkeley, has long taught about the power and importance of branding.