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Branding

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Jayne Mansfield: The brand called two The screen siren cleverly made herself into an icon, but then the audience stopped wanting what she was selling. What happened?
By Andrew Nelson [08/06/01]

Getting uppity in suburbia Have some tea with your Brandywine at Thornbury? A little Anglophilic branding will make all your insecurities go away.
By John Dicker [02/22/01]

A second chance for the dot-com economy? The rebirth of Boo.com offers new hope to ailing Internet start-ups: Bankruptcy is now the smartest way to build your brand.
By Salon Technology staff [11/15/00]

Send in the clowns In a quest to define its brand, a dot-com start-up turns to that old standby of corporate America: The Bunny Game.
By Ruth Shalit [06/21/00]

Brand builder Lycos chief executive Bob Davis argues that Yahoo's single-brand strategy is the Web star's Achilles' heel.
By Scott Kirsner [01/24/00]

The name game Welcome to the vicious world of corporate name-creation, where $75,000 buys you a suffix and competing shops slur each other over the virtues of Agilent and Avilant.
By Ruth Shalit [11/30/99]

Why is Madison Avenue gripped by insanity? After pondering the "cultural meat values" of Peparami, the only question remaining is: What are these guys smoking?
By Ruth Shalit [09/29/99]

The return of the hidden persuaders Driven by a booming economy, a corporate obsession with brand-building and a feelgood philosophy, a motley crew of ex-grad students, starry-eyed admen and hypnosis gurus are probing the consumer unconscious to sell soap.
By Ruth Shalit [09/27/99]

Let's Get This Straight: Story time Can narrative save us from information overload?
By Scott Rosenberg [09/29/98]

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