For a New Brand, Pepsi Starts the Buzz Online

New York Times, March 14, 2008 — A BEVERAGE marketer known for pouring money into splashy ads in the traditional media is taking an unconventional approach with a new product. The decision by the North American division of Pepsi-Cola, part of PepsiCo, is another sign of the growing use of new media to introduce brands in mainstream categories like packaged goods. Such shifts in media-planning habits by companies like PepsiCo, Coca-Cola, Kraft Foods, Procter & Gamble and Unilever are the reason that spending for ads online is increasing far faster than for any other medium.

Taurus flop turns spotlight on need for new marketing strategies

DETROIT AUTOMAKERS TARGET TOYOTA

Detroit Free Press, October 12, 2007 — When Ford Motor Co. CEO Alan Mulally decided to bring back the Taurus name on a redesigned version of the Five Hundred, experts say, it was a grand opportunity for Ford marketers to revive a well-known brand name that had been a best-seller in its heyday.

But nearly four months later, the Taurus launch clearly missed its mark, industry experts and several dealers told the Free Press. They all blamed a misdirected advertising campaign by the company's marketing department, which is being revived with new leadership.

Pepsi Wakes Up NYC Commuters†

Provides Diet Max Shots -- and Whack-A-Yawn -- at Grand Central

Advertising Age, August 7, 2007 — Feeling sleepy this Monday, or maybe by midweek you just get rundown in your stuffy cubicle? Pepsi hopes to cure your yawns, as you've probably seen in its latest ads for Diet Pepsi Max.

But an ad is one thing, so Pepsi set up shop at Grand Central's Vanderbilt Hall with its newest soft drink to see if it could rouse sleepy-eyed New Yorkers and out-of-towners last week.

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.

Not Too Juiced By Joost

Who really wants to see full-length TV shows on the Web?

BusinessWeek, June 11, 2007 — The new Web video service Joost is barely in beta, but it's already subject to inhuman amounts of hype. It's not hard to see why.

Rivals Answer the iPhone†

Other Makers' Feature-Rich Phones Could Benefit from Apple Device's Buzz

Wall Street Journal, June 7, 2007 — Apple Inc.'s iPhone may be the most anticipated device in the history of the wireless industry. But when it hits AT&T Inc. and Apple stores June 29, it will face plenty of competition.

Ex-Cisco Executive to Lead Joost, Internet TV Provider

New York Times, June 5, 2007 — The high-profile Internet start-up Joost plans to announce today that it has hired Mr. Volpi, 40, as its new chief executive. Joost, which is based in London, is building a global television network of full-length TV shows and movies and sending it to viewers over the Internet

Microsoft's Vista Debut Wasn't Nearly So "Wow"

New York Times, February 5, 2007 — Television commercials for Microsoft's new Vista operating system show a spaceship taking off, a reindeer appearing in the middle of a suburban neighborhood and a man holding a piece of the Berlin wall.

This Frog Speaks Volumes About Word-of-Mouth†

Webkinz Sell by the Millions -- Without Advertising

Advertising Age, January 22, 2007 — Starbucks, Amazon, Palm and ... Webkinz. If you haven't got kids, it's possible you just haven't heard of them yet, but these Beanie Babies on steroids are following in the footsteps of some of the great word-of-mouth marketing success stories as they take over the nation's playgrounds.

James McDowell, Manging Director, MINI USA, BMW of North America

ANA Marketing Maestros, October 6, 2006 — James L. McDowell told us the story of the MINI – one of the most important products for BMW.  He starts out by asking how many in the audience have a friend with a MINI, where about 1/3 of the crowd raises their hands.  He tells us that the MINI has actually been around since the 50’s – starting with the Austin 850