branding
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Is rebranding the GOP like rebranding Cheerios?
Mar 18, 2013
Republican advisers have released a plan to grow their party. Some high-profile conservatives say the GOP needs a message-makeover to be competitive. How do corporate marketers view the challenge?
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PEN is mighty, but needs to recruit new generation of writers
Mar 12, 2013
The writers' group PEN is well known for its core mission: Supporting free speech around the world. Its members include Nobel and Pulitzer prize winners. But it needs to expand, as the traditional publishing world shrinks.
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Wine in a box? Soup in a pouch? A brief history
Feb 20, 2013
Packaged food makers are giving new meaning to thinking outside the box. Everyone from Campbell's to Cadbury is ditching cans, bottles, cups and containers and getting in on the pouch parade.
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Dale Earnhardt, Jr., Danica Patrick and NASCAR's future
Feb 20, 2013
The racing series looks to broaden its appeal to a younger and more diverse audience.
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What to eat on your artisan bike in Brooklyn? Soup!
Feb 20, 2013
Losing market share, Campbell has launched a new 'Go Soup' line aimed at millennials. The marketing campaign missed the mark -- but got people talking.
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Under Armour gets a makeover for women
Feb 15, 2013
The company that was founded by a former football player and is known for its hard-core, performance sportswear is testing a new branding strategy geared towards women.
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'Well, blow me down!' Popeye is out at Popeyes
Nov 29, 2012
The spinach-chomping sailor loses his contract as a fast-food pitchman.
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Back to the future for car names
Oct 31, 2012
If you’re looking to buy a car anytime soon, you may get a case of déjà vu: Carmakers keep recycling old names.
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Could Lance Armstrong's brand be tainted by doping scandal?
Oct 11, 2012
The U.S. Anti-Doping Agency has released a report on alleged doping by retired cyclist and cancer survivor Lance Armstrong. But support for Armstrong's charitable organization Livestrong may be immune.
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How did Republicans brand themselves at the convention?
Aug 31, 2012
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