November 07, 2011
It's a marketing model not just for mega multinationals looking to share best practices from around the world but also a case study for how upstart and mid-size brands, of which Coca-Cola has amassed many, can use creative stunts and strategic partnerships to get a lot done on a smaller budget.
November 07, 2011
Out of a sex tape flourishes a brand that becomes the linchpin for three TV shows, a clothing boutique, books and a wedding whose rights sold for $17.9 million.
November 07, 2011
In a year where big brewers continued to lose ground, Crown Imports stands out for one simple reason -- it is actually growing sales, overcoming a tough economy with aggressive advertising on Corona and new investments in surging smaller brands.
November 07, 2011
Starbucks has long been something of a curiosity in the marketing world because it has spent so much less on traditional advertising than other big chains. And yet, it's been doing better than what almost anyone expected from it a few years ago.
November 07, 2011
Scrappy little snackmaker wins Big -- and aims to get bigger by scooping up Pringles.
November 07, 2011
Samsung has been on a growth trajectory for a decade, when it decided to drop its suite of lesser-known brands to focus on the Samsung brand -- and it is about to enter another transition and is positioning itself for the future.
November 07, 2011
Like Walmart, Amazon.com sells food, clothing, media and electronics -- the old-school foundation of modern retailing. But Amazon keeps reinventing its business by coming up with new lines to sell, some of them tangible, some of them the stuff of imagination not too long ago.
November 07, 2011
L'Oreal has stood apart by actually stepping up its focus on the U.S., from where it expects to provide 70 million of the billion new consumers it hopes to add globally by 2021, ranking it just behind China and India in strategic importance.
November 07, 2011
On the strength of new models, Volkswagen of America is on track to make good on the over-the-top boast to surpass 400,000 unit sales by 2013. Some predict it will reach that goal even earlier.
November 07, 2011
IBM's path to marketing success began strangely enough with a retreat from the very thing most consumers knew it for best -- the personal computer. Since the 2004 decision to divest the business to China's Lenovo and focus on business services and analytics, the IBM brand has never been stronger.
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