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Topic: ChapStick

Perspective: Sticky Situation What happens when a brand takes a proven message and tries something abstract?

In the Olde Booke of Branding Wisdom—well, if there is one—is writ an important lesson: Just because your brand’s been around for a century doesn’t mean you can stray off…

October 25, 2012, 12:22 AM EDT

ChapStick Gets Itself in a Social Media Death Spiral A brand's silent war against its Facebook fans

We're catching up on all the social media scandals today. The major one this week involves ChapStick—a brand whose marketing I don't recall ever making any sort of impact. Until…

October 26, 2011, 2:02 PM EDT