Small and medium-sized businesses play an important role in economic growth and development but are hamstrung by their lack of adequate resources to market their goods and services.
Tab was Coca-Cola’s first foray into the diet soda market. Though the brand went on to build and maintain a legion of devoted fans, its days are numbered.
When you ask Americans what the word ‘science’ brings to mind, a majority respond ‘hope.’ Using this built-in brand can help communicate important science messages.
Crisco’s main ingredient, cottonseed oil, had a bad rap. So marketers decided to focus on the ‘purity’ of factory food processing – a successful strategy that other brands would mimic.
Companies have an opportunity to reframe brand communications from the promotion of conspicuous consumption to becoming a regenerative force in urban economies.
John Lennon’s Revolution was panned by the radical media as a ‘petty bourgeois cry of fear’ in 1968. Then, in 1987 it was claimed by Nike to be the controversial soundtrack of its most seminal advert.