Nike’s Amazon problem related to the difficulty that most big brands would have with losing power at the Everything Store.
When a firm like Dunkin’ Donuts does some rebranding with a name change, it is trying to send a new message to its customers
About more than their recipes, food makers can achieve product differentiation through sound and packaging because taste is multi-sensory.
Miss Clairol was launched in 1956. For the first time, in just one step, women could change their hair color quickly and easily at home. But the new product needed a message that Foote, Cone & Belding’s copywriter, Shirley Polykoff,…