Best Thinking in Brand Management

Featured Content

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  Young Girls & Body Image, Should Minnie Be Skinny?
  Topic by Marta Segal Block

  In 2012, upscale department store Barney's New York announced a holiday partnership with Walt Disney Co. Disney created holiday display windows for the famed store, including one in which a movie shows Minnie Mouse envisioning herself as a Paris runway model. During this short dream sequence,...

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  The Pricing Dilemma: Aligning Buyers and Sellers
  Topic by Dale Furtwengler

  Pricing is an enigma for both buyers and sellers.  Sellers inability to determine a price that reflects the value of their offerings causes them to adopt 'industry' pricing.  This approach results in: Buyers struggling to make informed buying decisions. Sellers foregoing...

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  Trademark Wars
  Topic by Kirsten N Lemmons

  A trademark is a name, logo, tagline, or colors, that identify a product or service. A few examples of trademarks are, McDonald's golden arches; the phrase "That's Hot," spoken by Paris Hilton; and the corncob yellow that Wiffle Ball, Inc. uses to color their bats. The value of a trademark...

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  Will the Next Hollywood Blockbuster Be Based on an App?
  Topic by Derrick Bang

  It started with Clue . Director Jonathan Lynn’s limp-noodle 1985 comedy was, I believe, the first mainstream Hollywood film based on a board game. Tim Curry, Madeline Kahn, Martin Mull and Christopher Lloyd notwithstanding, the picture was a stinker ... although its original theatrical...

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  Mockbusters: Direct-to-Video Duds in Deceptive Clothing
  Topic by Derrick Bang

  Way back in the Stone Age of home video, when rental options were limited to VHS tapes at the numerous Mom ’n’ Pop outlets available in most cities, a very good friend — quite conservative and demure — invited her equally genteel mother over for one of their frequent “gals’ night in” movie...

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  Murphy-Goode Winery Dream Job - A Marketing Success Story
  Article by Annie Sammis

  What makes eight professional women drop everything to shoot an amateur video on the crazy streets of San Francisco f...

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  Marketing-The BIG "M"
  Article by Geraldine V Vergona

  Many hear "Marketing" and think "Advertising". Consequently, entrepreneurs or people responsible for promotion hav...

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  The Ethics of Celebrity Endorsements
  Topic by Enelda Butler

  New social networking site Google+ is rumored to be creating a plan to recruit celebrities to begin using their service as a way to gain promotion. This practice has also become popular on social networking services like Twitter, which gained attention and users partially due to its celebrity...

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  Assessing the future? It’s a GAS
  Article by Colin A Sharp

  The Project Management Body of Knowledge tells us the importance of scheduling and “time management”, but not how to ...

• The Global Luxury Market: Should It Be a Degree?
  Topic by Marta Segal Block
• Advertising Humor and the New Milk Campaign
  Topic by Enelda Butler
• Starbucks Marginalizes Cash
  Topic by Carrie Kirby