BusinessWeek.com -- Brand Equity

How Oakley Takes Aim at the Luxury Market

Mon, 16 Nov 2009 12:24:00 EDT

The company's high-end sunglasses lead the way in bold design for new products at Italian parent Luxottica

Steaming Over Via Instant Coffee at Starbucks

Wed, 11 Nov 2009 18:41:00 EDT

Baristas and customers are put out over the aggressive rollout of its new (heavens!) just-add-water line

The Accidental Hero

Thu, 5 Nov 2009 17:00:00 EDT

Subway's $5 footlong, the brainchild of an obscure Miami franchisee, is the fast-food success story of the recession

Ask Your Doctor If This Ad Is Right for You

Wed, 4 Nov 2009 18:01:00 EDT

The drug industry is spending billions on TV ads, but they may be scaring consumers away

Disney's Marvel Deal and the Pursuit of Boys

Thu, 10 Sep 2009 17:00:00 EDT

Behind that purchase is a mediawide story: the chase for the attention of distracted young males—and their billions in buying power

Marketing in the Age of Turbulence

Fri, 5 Jun 2009 11:05:00 EDT

Opportunities lie within the economic downturn. You can take advantage of them if you start marketing strategically instead of blindly, says Marshall Goldsmith

GE's Jeffrey Immelt: All Boxed In

Thu, 2 Apr 2009 17:00:00 EDT

No matter what the CEO does to try to save his company, it has lost its aura of greatness

WPP's Digital Push

Tue, 6 Jan 2009 16:40:00 EDT

The ad and marketing giant appears to have a head start on rivals, but CEO Martin Sorrell doesn't think it's digital enough

The New Focus Group: The Collective

Wed, 7 Jan 2009 12:29:00 EDT

Forget about return on investment. Companies need to think about getting return on insight

Ducking the Price War, Target Highlights Fashion

Wed, 1 Oct 2008 13:48:00 EDT

Instead of fighting on Wal-Mart's terms, discount retailer Target is accentuating its core strength: Affordable chic

The Client at Coke

Wed, 12 Aug 2009 11:47:00 EDT

Coke has enjoyed a creative renaissance of late. Pio Schunker, the company's SVP for creative excellence, discusses the revival

Target vs. Wal-Mart: The Next Phase

Tue, 18 Aug 2009 19:15:00 EDT

In the downturn, Wal-Mart's low prices have trumped Target's cheap chic. With a recovery on the way, the discount giants are readying for the next chapter in their rivalry

Starbucks: Howard Schultz vs. Howard Schultz

Thu, 6 Aug 2009 17:00:00 EDT

Starbucks' iconoclastic founder has gone through a reeducation in the rigors of running a more typical company. That doesn't mean he has to like it

Best in Show: Nike's Scrappy Trash Talk Shoes

Wed, 29 Jul 2009 17:00:00 EDT

The eco-friendly athletic shoe is made from scraps of leather and synthetic materials and attached to a recycled rubber sole

Singularity University Gives Execs a View of the Future

Mon, 16 Nov 2009 21:42:00 EDT

The school's executive program offers participants the chance to learn and discuss how technology is changing, or even disrupting, their industries

Expand Your Personal Brand a la Perez Hilton

Sat, 5 Sep 2009 15:46:00 EDT

Perez Hilton spills his branding secrets and tells how he went from celebrity gossip blogger to record producer

Giving Products a Good Backstory

Thu, 14 May 2009 17:00:00 EDT

Jeff Gomez's clients—including Disney, Coke, and Microsoft—use his narratives to fuel their franchises

'Fred' Cranks Up the YouTube Views and Ad Dollars

Wed, 19 Nov 2008 11:22:00 EDT

Teenage actor Lucas Cruikshank plays a hyperactive child in a popular video series that is generating a six-figure income and some Big Media interest

At Best Buy, Marketing Goes Micro

Thu, 15 May 2008 17:00:00 EDT

Returning military? Polish speakers? No niche is too small for local stores to identify and target

Carbon Confusion

Thu, 6 Mar 2008 17:00:00 EDT

To help shoppers make green choices, companies are slapping carbon labels on products. But even if the public can interpret the information, will it help reduce greenhouse gas emissions?

Pandora: Unleashing Mobile Phone Ads

Thu, 21 May 2009 17:00:00 EDT

Kraft, Nike, and others are getting results advertising on Pandora's mobile music service. Is cell-phone marketing finally taking off?

U.S. Marketers Say Hola! to Hispanic Consumers

Thu, 9 Apr 2009 17:00:00 EDT

Companies such as General Mills and State Farm Insurance boost advertising spending to promote basic products and services

The Retreat From Experimental, New Media Marketing

Wed, 31 Dec 2008 17:00:00 EDT

Watching their ad dollars, companies are eschewing untested campaigns that try to reach customers on smartphones, social networks, and other new media

Coca-Cola: Building a Better Design Machine?

Mon, 13 Oct 2008 14:44:00 EDT

Its Web-based design tool lets the beverage giant customize marketing for hundreds of brands globally while slashing the time it takes to reach consumers

Seth Godin: Profile of a Marketing Guru

Wed, 24 Sep 2008 12:01:00 EDT

How the author of Permission Marketing used online savvy and smart self-promotion to become a speaker, writer, and blogger in demand

Fertile Ground for Startups

Mon, 16 Nov 2009 10:23:00 EDT

History shows that a certain breed of entrepreneur feeds off adverse conditions, and this recession is no exception

Dangerous Days for Video Games

Fri, 13 Nov 2009 20:27:00 EDT

As companies have to invest more to chase consumers, the $11 billion business is taking a hit

Are Patent Problems Stifling U.S. Innovation?

Wed, 8 Apr 2009 11:20:00 EDT

The U.S. Patent & Trademark Office is drowning in applications while its budget shrinks. Stanford Law professor Mark Lemley suggests some fixes

Innovative Ways to Grow During the Downturn

Wed, 15 Apr 2009 11:57:00 EDT

Wal-Mart and P&G are among companies that are smartly adapting to today's cost-conscious consumer

How to Think Outside the Box

Mon, 30 Mar 2009 12:49:00 EDT

By thinking outside the parameters imposed by technology, executives and designers can build businesses by creating an experience that truly resonates

Innovation Trickles in a New Direction

Wed, 11 Mar 2009 15:36:00 EDT

Products traditionally are created in rich nations and repackaged for emerging ones. But General Electric, Nokia, and others are reversing the process