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Topic: 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”…

November 17, 2013, 9:51 PM EST

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…

September 29, 2013, 10:21 PM EDT

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…

May 6, 2013, 10:16 PM EDT

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.…

May 5, 2013, 11:07 PM EDT

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…

May 5, 2013, 11:07 PM EDT

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…

February 6, 2013, 9:44 AM EST

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…

February 5, 2013, 12:34 AM EST

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…

February 5, 2013, 12:27 AM EST

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…

February 4, 2013, 3:56 AM EST

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…

February 4, 2013, 3:55 AM EST

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