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Robert Klara

Perspective: Up in the Old Hotel

Trying to convey the tradition of The Pierre hotel in New York in a print ad

In 1930, when the French-born Charles Pierre Casalasco finished building the Hotel Pierre—a Georgian-style chateau with a copper-clad mansard stretching its neck 500 feet above Central Park—he specified that the…

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…

Perspective: Blonde Ambition

She's tall, young, blonde and saucy—and she's been selling brands for over half a century

Question: What does a bottle of Pepsi from 1957 have in common with a pricey pair of Guess jeans in 2012? Answer: Pretty much nothing—except for tall, blonde and provocatively…

Perspective: Color My World

When it comes to making a mass-produced device your own, hues do the trick

It may come as a surprise to brands spending millions on focus groups that the best marketing ideas are often ones that have been around forever. Case in point: giving…

Fixing Your Tarnished Brand

With reviews, consumers can control reputations online, but a new crop of companies helps brands fight back

By any definition, Steven C. Wyer was a savvy marketer and brand creator. In the course of three decades, the Nashville entrepreneur had worked in TV production, started a nutritional-products…

The Electric Cars You Haven't Heard Of

These are heady times for electric vehicles. Experts predict that sales of the internal-combustion engine will peak in 2020—that’s just nine years away—after which EVs will drive into the sunset…

Daymond John: Swimming With a Shark (Q&A)

Daymond John is an unlikely tenant for the 66th floor of the Empire State Building. In 1992, as a teenager in Hollis, Queens, John sold home-sewn, tie-top hats and dreamed…

Teen Dream: Driver's Ed, Courtesy of Mercedes

Marketing 101 (along with actual demographic research) teaches that brand loyalty tends to be established at a young age—the painfully image-conscious adolescent years, especially. This is why a number of…

The Brands of Windsor

For the moment, Prince William and Kate Middleton are more than the world’s most famous betrothed. They’re the most effective piece of brand marketing machinery we’ve seen since Sarah Palin…

I See Dead (Rich) People

In case you haven’t noticed, something interesting is afoot in the world of celebrity endorsements. More and more of the stars involved aren’t just pushing brands—they’re pushing daisies. Yes, dead…

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