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Robert Klara
How a Topless Mermaid Made the Starbucks Cup an Icon She’s a little more modest today than in the ‘70s

Every day, millions of people walk into any of 20,519 Starbucks in 65 countries, and most walk back out with the same thing: a white cardboard coffee cup. Do you…

September 29, 2014, 12:07 AM EDT

How Tiffany’s Iconic Box Became the World’s Most Popular Package This robin’s egg blue is trademarked

For the sake of you intellectual-property aficionados out there, the color is No. 1837 on the Pantone Matching System chart. It is not commercially available; since a 1998 filing with…

September 22, 2014, 7:28 AM EDT

How Campbell’s Tomato Soup Became a Legend in a Can Warhol painted it, and 2 billion of us still eat it

Next time you open a can of Campbell’s—and, each year, over 2 billion of us do—say “Bon appétit” (yes, instead of “Mmm mmm good,” which is trademarked). After all, it…

September 15, 2014, 10:45 PM EDT

For Four Decades, Brands Have Loved Astronaut Jim Lovell Some celebrities sell shoes and perfume. This one can sell anything

According to recent studies, someone who looks at a piece of advertising these days stands nearly a one-in-five chance of seeing a celebrity. Music, sports and film star brand endorsements…

September 10, 2014, 9:10 AM EDT

6 Ways to Smuggle Your Booze Into the Game Heads up, NCAA fans: These brands have the solution to a dry stadium

With the college football season barely two weeks old, schools that aren’t in the five power conferences are scrambling for ways to boost revenue for their stadiums. One sure-shot marketing…

September 8, 2014, 10:37 PM EDT

How the 'Priceline of Pot' Is Bringing Comparison Shopping to the Marijuana Boom Startup Wikileaf serves six states and counting

Dan Nelson figures it this way: If there are name-your-price websites for airline tickets, hotel rooms and vacation packages, why not for weed? “We’re the first site in the marijuana industry…

September 8, 2014, 12:21 PM EDT

Saks Fifth Avenue CMO Mark Briggs Explains Sweeping Changes 90-year-old department store aims to be a lifestyle authority

When Hudson’s Bay plunked down $2.4 billion to acquire Saks Fifth Avenue last year, many remarked on the pluck of chief executive Richard Baker. Hadn’t he heard that department stores…

September 4, 2014, 1:16 PM EDT

New Rovio CEO Faces a Host of Challenges Can the creator of Angry Birds be more than a one-hit wonder?

Is it possible to build a viable company (let alone an entertainment empire) on the back of a mobile video game app that may have seen its day? Good question,…

September 3, 2014, 3:51 PM EDT

Antique Cars Can Sell Anything—Even Boring Retirement Funds How banks use the old classic automobile trick

Investment services have always had a tough time when it comes to marketing. For as much as we all want to amass piles of money, the idea of investing it…

September 3, 2014, 8:43 AM EDT

Executive Kidnapping Fears Trigger BMW's New Armored SUV for Russia Just don't expect Vladimir Putin to get one

As the traditional wisdom goes, a brand that prospers is the one that answers the needs of its market. The nimble R&D team at BMW AG proved this maxim at…

August 29, 2014, 1:46 PM EDT

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