Nike’s Amazon Problem

Nike’s Amazon problem related to the difficulty that most big brands would have with losing power at the Everything Store.

When Less Is More at Dunkin’ Donuts

When a firm like Dunkin’ Donuts does some rebranding with a name change, it is trying to send a new message to its customers

The Importance of the Color of a Soda Can

About more than their recipes, food makers can achieve product differentiation through sound and packaging because taste is multi-sensory.

Oligopolies: Selling Hair Color

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,…