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Brandweek Report
  • How Olivier François Is Fixing Fiat for Its Return to America Injecting just enough sex and sizzle into the Italian auto brand

    In 2011, as Fiat struggled to reestablish itself in America after a near three-decade absence from the market, the Italian auto brand didn’t have to call some guy named “Tony” to pop the hood. Olivier François was ……

  • Welcome to the New Face of Big Pharma On eve of Obamacare, brands shift marketing from pill pusher to best friend

    Justin, a 12-year-old with Type 1 diabetes, just started middle school and was bummed he had to regularly check his blood sugar between periods while his pals rushed to the next class. It’s exactly the kind of everyday problem that drives ……

  • Does the American Shopping Mall Have a Second Life? Retailers have to customize the experience

    Here’s how to have a good time at the local shopping mall,” a reviewer called Bunny E. posted on Yelp this past February. “Load the ‘Dawn of the Dead’ soundtrack on your MP3 player and go to the mall between 7-8 a.m. ……

  • This Former Hedge Fund Analyst Wants to Launder Your Clothes DashLocker spreads in NYC

    Robert Hennessy has an unusual talent. If you tell this ex-analyst entrepreneur where you live in New York, he can name every laundry and dry cleaner within a stone’s throw. “Seventy-eighth between First and Second? There’s four ……

  • Seven Brands That Are Winning With Nostalgia Living in the past isn’t such a bad thing

    For some of the biggest consumer brands, nostalgia is anything but yesterday’s news. In a study of brands that had consumers buzzing during the first quarter, NBCUniversal Integrated Media noticed that those connecting to the past ……

10 Brands That Changed the World [Video]

They don't just influence our spending habits, they tell us who we are

10 Brands That Changed the World [Video]

10 Brands That Changed the World

They don’t merely influence our spending habits, they determine who we are

From fast food to fast fashion, a glass telephone to plastic money, some brands don't merely influence our spending habits—they determine who we are. All are household names, not just…

How Olivier François Is Fixing Fiat for Its Return to America

Injecting just enough sex and sizzle into the Italian auto brand

In 2011, as Fiat struggled to reestablish itself in America after a near three-decade absence from the market, the Italian auto brand didn’t have to call some guy named “Tony”…

Welcome to the New Face of Big Pharma

On eve of Obamacare, brands shift marketing from pill pusher to best friend

Justin, a 12-year-old with Type 1 diabetes, just started middle school and was bummed he had to regularly check his blood sugar between periods while his pals rushed to the…

Does the American Shopping Mall Have a Second Life?

Retailers have to customize the experience

Here’s how to have a good time at the local shopping mall,” a reviewer called Bunny E. posted on Yelp this past February. “Load the ‘Dawn of the Dead’ soundtrack…

This Former Hedge Fund Analyst Wants to Launder Your Clothes

DashLocker spreads in NYC

Robert Hennessy has an unusual talent. If you tell this ex-analyst entrepreneur where you live in New York, he can name every laundry and dry cleaner within a stone’s throw.…

Seven Brands That Are Winning With Nostalgia

Living in the past isn’t such a bad thing

For some of the biggest consumer brands, nostalgia is anything but yesterday’s news. In a study of brands that had consumers buzzing during the first quarter, NBCUniversal Integrated Media noticed that…

Brand Genius Quiz: Test Your Marketing IQ

So, Mr. or Ms. marketing exec, you've got the sweet salary and window office—and you know it all, don't you? Well, time to find out. Take our quiz on some…

The World's Buzziest Brands

Products we can't stop talking about

NBCUniversal Integrated Media launched the Brand Power Index (BPI) in 2010 to pinpoint the 500 brands consumers are talking about the most. The BPI’s methods for measuring the impact of…

Where's the Party? At 30,000 Feet

Virgin America marketing chief: 'What would Richard do?'

Luanne Calvert is used to working without a net, executing first-class, buzzworthy campaigns and forging relationships on the fly. When the five-year-old airline Virgin America, partly owned by Sir Richard Branson’s…

The Best (and Worst) Brand Extensions

Thinking of nudging your brand name into a new category? Good luck. But please, read this first

It’s a plane! It’s a purifier! It’s both! In theory, launching a successful brand extension should be easy. All you have to do is take a familiar name and slap it…

Where Brands Go to be Born Again

Citi, AmEx, AT&T and others are tapping into the entrepreneurial talent in Palo Alto, Calif.

Orange, apparently, is the real color of money. In the Silicon Valley town of Palo Alto, Calif., within blocks of where Facebook and Google grew up, Citi’s chief innovation officer Deborah…

Vote for the Best and Worst Brand Extensions

Which marketers pushed their products to new frontiers—and which ones pushed things too far?

Quick—do you know what Starbucks Coffee Liqueur, Ralph Lauren for the Pet and Mr. Clean Car Wash all have in common? Answer: Each is an example of a brand extension—a…

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