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Robert Klara
Burning for You Zippo has been an iconic American brand—but these days, it's lighting campfires

Even if you’ve never smoked a cigarette, you know that...sound. It happens when the stainless steel lid pops open under the pressure of the cam spring—a crisp, metal-on-metal “click” that…

May 24 2012

Yo Ho Ho and a Really Cool Bottle of Rum Captain Morgan Black gets a little bolder

Thanks to director Tom Hooper’s casting of Josh Burrow—the swashbuckling stud who’s actually up to the role of playing a buccaneer—those new Anomaly spots for Captain Morgan have helped the…

May 23 2012

Perspective: Join the Crowd Nothing sells a brand quite like the promise of being 'one of us'

In 1943, an anthropologist named Abraham Maslow published a paper titled “A Theory of Human Motivation” that, while it appeared only in an obscure academic journal, has since gone on…

May 17 2012

GE Bulbs Switch to Color Coding General Electric finds a creative new way to package bulbs, post new FTC regulation

Twenty-two years ago, the government raised hackles in the food industry by requiring a “Nutrition Facts” label on packaged edibles. Now, regulators have a new target: lightbulbs. Starting this year,…

May 16 2012

Perspective: The 'Week' in Review Be It 1978 or 2012, 'Newsweek' has always been worth reading—in spite of ad fails

Try to imagine a distant, magical past called 1978, a time of Champale, the Bee Gees, and the Chrysler Cordoba. But the strangest thing about this long-lost time had to…

May 10 2012

Perspective: Waiting to Exhale Smoking will never be as cool as it was in the 1950s, but evoking those days can at least make for a cool ad

In 1955, the American Tobacco Co.’s Herbert Tareyton brand was attempting to adjust to changing tastes by touting its new, easy-drawing charcoal filter, a replacement for the older filters made…

May 03 2012

This Year, Give Mom a Dogfight Forget the flowers—innovative brands are putting an experiential spin on Mother's Day

Mother’s Day (better get moving, people, it’s 13 days away) will see Americans spend just shy of $19 billion this year, according to the National Retail Federation. Chances are, nobody…

April 30 2012

Perspective: Snoring in Your Seat Boeing's marketing, from Stratocruiser to Dreamliner

It’s not often that an airframe manufacturer needs to trouble with direct-to-consumer advertising. After all, few shoppers flipping through a magazine have $332.9 million to drop on a new 747.…

April 26 2012

It's a Gas: Caloric Returns to Heat Up Appliance Segment Retro brand soon back on the sales floor

In the 1950s, the stylish homemaker’s best friend in the kitchen was her Caloric stove, whose many boasts included built-in clocks, electronic burner ignition and, best of all, a choice…

April 25 2012

Get Away to the Lower 48 Local tourism bureaus brush up on marketing

With the approach of the summer travel season (and with the staycation enshrined in consumers’ economically uncertain hearts), a number of local tourism bureaus are trotting out new marketing initiatives in hopes of grabbing a bigger…

April 24 2012

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