Subject Index
 

This Silver Award-winning paper details the campaign for Brother multi-function home office equipment. Brother was a weak brand in the home consumer market, against much stronger competition, but spot ...

In 2002 three retailers, Office Depot, Inc., Staples, Inc., and OfficeMax, Inc., were America's largest office-supply superstores, with Staples trailing closely behind Office Depot, the industr ...

Staples, Inc., was one of three office-supply-superstore chains to emerge in the 1980s, each vying to differentiate itself from the others. In 1994 Staples launched its first full-fledged television ...

OfficeMax Inc., the third largest chain in the office supplies superstore category, faced the difficult task of differentiating itself from larger rivals Staples, Inc., and Office Depot, Inc. In late ...

In 2001 Office Depot, Inc., prided itself as the world's largest seller of office furniture and second-largest supplier of office supplies after Staples, Inc. In addition to having a stronghold ...

Mail Boxes Etc., Inc. (MBE), a network of franchise centers that provided products and services for small businesses, generated widespread excitement among its primary customers by offering them a cha ...

After consolidating its advertising account in 1994 from 42 advertising agencies to just one (Ogilvy & Mather), International Business Machines Corp. (IBM) resurrected its image from an ou ...

Long associated with mainframe computers, International Business Machines Corporation (IBM) struggled in the late 1980s because it was unable to deal with a world dominated by personal computers and ...

In early 1996 the Hewlett-Packard Company began to rethink its role in the electronics products industry. Undisputedly the market leader for printers and other electronic products, Hewlett-Packard (HP ...

Although it was widely known and respected in the business world for its solid engineering and reliable products, Hewlett-Packard, a huge company with 121,900 employees and revenues of $42.9 billion ...

In 2000 the largest tax-preparation company in the Unites States, H&R Block, Inc., was venturing beyond the niche industry in which it had excelled for 45 years. After a series of acquisitions ...

Founded in the 1970s, Federal Express (FedEx) quickly carved out a niche in the express package business, helped in large part by its aggressive advertising. In the early years FedEx relied on a fast- ...

Federal Express Corporation (FedEx), founded in the 1970s, built its success on an innovative business model, offering the business world the first overnight shipping service. But savvy marketing al ...

Witty and engaging ads, a hallmark of the Memphis-based FedEx Corp. for more than two decades, had helped propel the success of the shipping and transportation company. In September 2003, however, i ...

On February 12, 2004, the Memphis, Tennessee-based express shipping giant FedEx Corp. (founded in 1973 as Federal Express) expanded in a new direction when it purchased the Dallas, Texas-based Kinko ...

In 2004-05, Brother launched its new multi-function inkjet machines. Lower prices, a weakening brand image, and the growth of mass market buying meant that Brother had to shift its communications stra ...

In trying to break into the highly competitive North American market, Les Mills was asking North American fitness clubs to switch from their existing (and in many cases, longstanding) group fitness pr ...

With objectives to raise unprompted awareness to 30 percent, brand advertising recall to 40 percent and achieve likeability of 5.5, NZI launched a new campaign. Targeting personal insurance customers, ...

This campaign aimed to help Hewlett Packard sell digital technology to young artists by connecting with them and their ambitions emotionally and sympathetically. The solution was to set up a gallery, ...

This low-budget campaign for Fiat vans was based on exclusive sponsorship of the Sun's weekly SuperGoals supplement. The aim was to attract van drivers who are only interested briefly when in the mark ...