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Will the Real Juan Valdez Please Stand Up? To evoke authenticity, marketers use many tactics. Here's how five pairs of industry rivals tackle the challenge.   |
Fast Company
February 2002
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Nine Ways to Fix a Broken Brand The marketing excesses of the past few years left broken pieces scattered across the branding landscape. As a result, many companies are left with bogged-down, boring -- even dying and dead -- brands. Now take a look at your brand: Do you know what's broken? Do you know how to fix it? |
Fast Company
July 2001
Seth Godin |
Change Agent When it comes to food, music, and more, which do you prefer: ubiquity or authenticity? |
Fast Company
September 2010
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How Nike's CEO Shook Up the Shoe Industry Nike's Mark Parker brings together extreme talents, whether they're basketball stars, tattooists, or designers obsessed with shoes. |
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August 6, 2009
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Starbucks: Howard Schultz vs. Howard Schultz Starbucks' iconoclastic founder has gone through a reeducation in the rigors of running a more typical company. |
Fast Company
July 2004
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Thinking Outside The Cup Surprise! Starbucks barista-in-chief Howard Schultz is making a big, bold push into the music business. He aims to transform the record industry -- and turn Starbucks into the world's biggest brand, period. |
CRM
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Nancy Liberman |
The Secret to Building Consumer Relationships Look to content to provide credibility and a likable brand online. |
Fast Company
August 2004
Linda Tischler |
The Good Brand Brands are less and less about what we buy, and more and more about who we are. That means your cola can't just taste good. It has to feel good, too. |
CRM
March 2013
Judith Aquino |
Required Reading: Building Authentic Customer Connections Welcome to the relationship era. In their new book, Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results, Bob Garfield and Doug Levy, share lessons from successful campaigns. |
Fast Company
July 1, 2007 |
Feedback The Facebook Kid... Facebook's Fans Gather... etc. |
BusinessWeek
September 20, 2004
Stanley Holmes |
The New Nike No longer the brat of sports marketing, it has a higher level of discipline and performance. With revenues exceeding $12 billion in fiscal 2004, the company that started by selling sneakers out of the back of a car has finally grown up. |
The Motley Fool
February 4, 2004
Gardner & Gardner |
Starbucks Fights French Resistance What does it take to bring American tastes to a discerning culture? |
BusinessWeek
April 9, 2007
Burt Helm |
Saving Starbucks' Soul Chairman Howard Schultz is on a mission to take Starbucks back to its roots. |
Prepared Foods
November 1, 2005
J. Hugh McEvoy |
Chefs Spotlight Global Food Trends Chefs from all over the world gathered at the recent ACF national convention in Texas to learn about four major food trends: authenticity, ethicality, food security, and exotica and indulgence. |
The Motley Fool
January 30, 2004
Rick Aristotle Munarriz |
Cup O' Joe Millionaires The coffee wars have begun. Who's got the good buzz, and who's getting burned? |
BusinessWeek
August 4, 2003
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America Has Image Woes, Not Its Brands Despite foreign fears of the country's go-it-alone attitude, the impact on its iconic product names has been negligible. |
Salon.com
January 30, 2001
Jennifer L. Pozner |
You're soaking in it Ad critic Jean Kilbourne rips into "toxic" marketing aimed at women.... |
BusinessWeek
August 4, 2003
Khermouch & Brady |
Brands in an Age of Anti-Americanism BusinessWeek/Interbrand's annual ranking of the world's most valuable brands shows that American labels are still potent |
The Motley Fool
May 11, 2004
Steven Mallas |
Juan More Competitor for Starbucks There will be more competition in the specialty coffeehouse sector in the form of Juan Valdez. |
