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NEWS ABOUT: branding

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McCain Strays Off Message, But Which Message?

Candidate ad libs as staffers attempt to strategize

(Newser) - John McCain relishes interacting with voters and sparring with the press, a style that's helped earn him his "maverick" reputation even as it ties his advisers and staff in knots. The campaign as a whole is turning to Karl Rove-style tactics, but the candidate's unpredictable behavior is making it... More »

France's Latest Craze: A Dance or a Brand?

Radicals mumble about commercialization, but the kids love it

(Newser) - There’s a dance craze gripping France—or is it an unabashed commercial scheme, hawking t-shirts and chewing gum? Either way it’s called Tecktonik, and kids are crazy about it, the Los Angeles Times reports. The mix of hip-hop, techno, and random arm movements is championed by dancers with... More »

NATO Hires Coke Exec to Boost its Brand

Alliance hopes image makeover will prove to people it still matters

(Newser) - NATO: the Real Thing? The alliance is seeking an image makeover in the face of public apathy and has hired a Coca-Cola executive to help, reports the New York Times. Support for NATO has waned in many of its 26 member nations since the end of the Cold War, and... More »

Teacher Who Branded Students Fired

He slammed evolution, burned crosses onto 8th-graders' arms

(Newser) - An Ohio school board has voted unanimously to fire a science teacher who used an electrostatic device to brand 8th-graders with a cross, the AP reports. Science teacher John Freshwater, who says the marks were simply Xs, had been in trouble with the board before for teaching creationism, slamming evolution... More »

Is That a Commercial or a Game Show? Maybe Both

Advertisers creating their own TV programs

(Newser) - The days when a TV host would serve up a tasty bowl of Alpo or light up a Lucky Strike on-air and sing its praises are long gone, but in-show sponsorship may be making a comeback, the New York Times reports. Meow Mix will launch its own game show this... More »

Turnaround King Sees Gold in Margarine

Marketing guru aims to make Smart Balance a billion-dollar brand

(Newser) - Hailed as a marketing magician for successes with Healthy Choice and Tropicana, billion-dollar brand legend Steve Hughes is at it again, Fortune reports. Turning Smart Balance’s “good” cholesterol into an industry-leading line of spreads is the goal, though stiff competition, rocketing commodity prices, and strapped shoppers could work... More »

Mega-Brand Rollout Revives Ol' Blue Eyes

Warner deal brings back digitized Sinatra as ad pitchman

(Newser) - Ol' Blue Eyes is still doing it his way—or his heirs' way, to be more precise. Frank Sinatra's family has inked a deal with Warner Music Group to ensure the singer's return on the 10th anniversary of his death: A postage stamp and new CD and DVD collections are... More »

John McCain: the Brand

Campaign uses decade-old image to sell GOP hopeful

(Newser) - John McCain is more than a candidate, he's a brand—and a successful one at that, the Washington Post reports. His image of independence, experience, and, of course, straight talk endures in the public eye and explains why he keeps rising in national polls despite his support for an unpopular... More »

Britney to Front Furniture Biz

Spears' dad trying to wrangle endorsement deal with Danish line

(Newser) - Britney Spears, who once ditched a custody hearing to await a furniture delivery, may be going into the ottoman and end table business herself. In an attempt to salvage his daughter's bleeding fortune, Jamie Spears has spent two months on a deal whereby the struggling pop star would endorse a... More »

Ethiopia Stirs Up Coffee Industry

Fair trade to get a lot more fair if trademark approved

(Newser) - Ethiopia is trademarking its distinctive coffee crop, a move that could bring $88 million a year to the impoverished country, the Christian Science Monitor reports. Coffee connoisseurs happily pay up to $10 per pound for beans from Ethiopia’s Yirgacheffe region, but less than $1 of that goes to farmers... More »

GOP Heads to Brand Rehab

Republicans look to private sector for pointers on revitalizing party's image

(Newser) - As the Republican Party continues to languish in the polls, leaders are hoping that the GOP can be reintroduced to Americans with a bit of corporate-style rebranding. House minority leader John Boehner has convened an ad hoc committee to develop a new pitch for the party as one of small... More »

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