Why can't I prove that advertising can manifest itself in a way that doesn't necessarily mean television ads but changing behaviour and creating a brand out of something that already exists?
The Washington Bullets are changing their name. They don't want their team to be associated with crime. From now on, they'll just be known as the Bullets.
My real, full name is Chelsea Chanel Dudley. In my opinion, Chelsea Dudley does not sound like a rapper. So I was like, 'You know what? Imma drop both of those names and just go by Chanel.'
I want to change the color of Starbucks from green to red. Whose job was it to say, 'This is going to be green?' I want that to be my job.
The basketball great Kobe Bryant started his own venture-capital firm. LeBron James has rebranded himself as not just an athlete but also an investor and entrepreneur.
As brands become larger, the need to reach greater numbers of customers makes them less edgy and dilutes their unique positioning as they try to please everyone. It is therefore not surprising to find such brands go into a few years of decline before they are able to reinvent themselves.
Trump divides his time between working some kind of 'King Ralph' angle, and claiming that he's going to make the U.S. great again by using his business experience. We can only assume that means repeatedly declaring it bankrupt, then changing its name so he can just shake off all the debt.
Nike used to be known as Blue Ribbon Sports. What's now Sara Lee used to be Consolidated Foods. And Exxon was once Standard Oil Company of New Jersey. These were name changes that worked. But for all the ones that do, there are 10 or 20 that don't.
