Subject Index
 

The race to get high-speed internet subscribers was heating up, the category was full of mud-slinging messages, and Comcast’s product was nearly three times the cost of the competition’s. This is the ...

After 13 years of ‘gotmilk?’ deprivation narratives, the long established campaign took a new turn, creating new news not only for the product that everybody thought they already knew all about. In 20 ...

A year after introducing its digital video recorder (DVR), which was able to record and store television programs on a hard drive, TiVo Inc. hired Goodby, Silverstein & Partners, an advertising ...

In the late 1990s broadband Internet service was becoming a much sought-after commodity in suburban areas. To expand its phone and Internet service to California, SBC Communications Inc. purchased Cal ...

After establishing a clear identity as a customer-friendly carmaker in the 1980s, Saturn Corporation, a subsidiary of General Motors Corporation (GM), lost its way in the late 1990s. To regain its foo ...

By 1995 Polaroid Corporation was perceived as a brand and a company whose time had passed. Disposable and 35mm cameras were less expensive than instant ones, their film was much cheaper and could be ...

Nike, Inc., the sports-shoe manufacturer whose use of celebrity athletes as endorsers had helped it become the dominant American brand in its category, began focusing an increasing amount of its mar ...

Nike, Inc. launched its first national advertising campaign portraying skateboarders in 1997. The three television ads that made up the effort used a pseudo-documentary style to depict the tribul ...

Despite having an established customer base, Nestle owned ice cream brand Haagen- Dazs was beginning to suffer due to a preconceived perception of being elite. With its main competitor Ben and Jerry’s ...

In 2002, Morgan Stanley owned credit card company “Discover” returned to its: “It Pays to Discover” campaign. Discover aimed to close the gap on Visa, AMEX and MasterCard. Focusing on its “cash-rebate ...

In an effort to diversify its vehicle lineup, Isuzu Motors America, Inc., designed a new sports utility vehicle (SUV), the Axiom, for model year 2001. At that point Isuzu sold only trucks and SUVs tha ...

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 ...

Long known as a reliable but predictable maker of computer printers, Hewlett-Packard Company (HP) was, in 2003, engaged in a recasting of its moribund image, a project initiated by HP's chief ...

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 ...

Upon regaining its title as the world's largest tire manufacturer in 1999, the Goodyear Tire & Rubber Company broke sales records and was busy collecting the tattered market shares of it ...

In early 2000 the high stock prices of America's technology industry were reaching their zenith. E*TRADE Financial Corp., along with other brokerage firms, such as Charles Schwab & ...

In 1995 eBay Inc. was founded in San Jose, California. It was an online site, located at www.ebay.com, that enabled users to buy and sell items from other users. Rather than sell items itself, eBay ma ...

The San Jose, California, company eBay, Inc., was an online-based auction and selling community that in 2004 serviced 115 million shoppers, who purchased items ranging from clocks to shoes to automo ...

In 2004, Dreyers Grand Ice Cream, owned by Nestle, relaunched its existing product into a largely stagnant market. With less fat and richer taste it aimed to target health conscious consumers while ma ...

After a $9.9m (approximately £5m at 2008 rates) campaign to create national branding for Emerald Nuts saw a $50 million rise in its net annual revenue, Diamond Foods Inc gambled its entire advertiseme ...

Anheuser-Busch introduced new “ice brewed” beer brands, Bud Ice and Bud Ice Light, in the US in 1995. An ad campaign featuring sinister penguins allowed the brand to reach across race and gender line ...

Keeping a successful campaign fresh is difficult. It was a problem faced by US beer brand Budweiser, which had run a very popular series of ads featuring animatronic frogs that had tripled consumer aw ...

In early 2005, Netflix's dominance of the emergent mail-in DVD rental category was in danger. Blockbuster had decided to compete directly in the same space, putting Netflix at a real disadvantage in t ...

Hewlett-Packard faced a tough challenge when the printing market shifted to photo printing, leaving the brand with less relevance versus competitors. It took a dramatic shift in advertising - from spe ...

Despite a sceptical market, Dreyers was hoping to launch a new low fat ice cream. With most consumers agreeing the lower fat version did not taste as nice, not only was the brand hoping to alter perce ...

In 1998 Wired Magazine was sold and HotBot was spun off to make its own way in the market and began to search for an identity. The challenge was how to position HotBot so as to effectively and signi ...

Buying a new vehicle has never been easy, thanks to the explosion of new brands, models and styles. Adding to this explosion is the sports utility vehicle. The 'No Car' campaign has succeeded in see ...