Yahoo on Wednesday announced
the launch, in beta, of paid-search ads for its mobile service in the
U.S. and the U.K. A "select group of advertisers" are participating in
the test of sponsored listings on mobile web search results, according to
the Search Engine Watch blog. The number of advertisers will increase
as the program is rolled out. Consumers who click on the sponsored
links will be taken to the advertisers' mobile website or a landing
page to get more information
As competition heats up and sales start to stagnate, companies often seek to breathe new life into the brand through rebranding. In all too many cases, however, those expensive rebranding efforts fail to yield the desired business results. Here are some of the key reasons rebranding often fails. More than executional mistakes that blunt the effectiveness of rebranding efforts, these are critical errors that almost always lead to failure.
Wall Street be damned, Hershey Co. is sticking by its theory that
in-store marketing and promotion works better than advertising. Despite a slew of questions from analysts suggesting a link between the
chocolate giant's recent decrease in ad spending and its
lower-than-expected third-quarter sales, Hershey President-CEO Rick
Lenny was adamant that Hershey's increase in consumer marketing next
year will happen "closest to the point of consumption." Translation: in
store.
Tiger is launching a five-part short film titled 'Tiger: Unravel the
Secret', in a bid to leverage the brand's heritage in key markets
across Asia-Pacific. The film, developed in collaboration with award-winning director Derin
Seale, photographer John Seale, who won an Oscar for cinematography on
'The English Patient', and Leo Burnett regional ECD Linda Locke,
consists of a series of segments, each 60 to 90 seconds long, covering
Tiger's history
Yahoo on Wednesday 
As competition heats up and sales start to stagnate, companies often seek to breathe new life into the brand through rebranding. In all too many cases, however, those expensive rebranding efforts fail to yield the desired business results. Here are some of the key reasons rebranding often fails. More than executional mistakes that blunt the effectiveness of rebranding efforts, these are critical errors that almost always lead to failure.
Wall Street be damned, Hershey Co. is sticking by its theory that
in-store marketing and promotion works better than advertising. Despite a slew of questions from analysts suggesting a link between the
chocolate giant's recent decrease in ad spending and its
lower-than-expected third-quarter sales, Hershey President-CEO Rick
Lenny was adamant that Hershey's increase in consumer marketing next
year will happen "closest to the point of consumption." Translation: in
store.
Tiger is launching a five-part short film titled 'Tiger: Unravel the
Secret', in a bid to leverage the brand's heritage in key markets
across Asia-Pacific. The film, developed in collaboration with award-winning director Derin
Seale, photographer John Seale, who won an Oscar for cinematography on
'The English Patient', and Leo Burnett regional ECD Linda Locke,
consists of a series of segments, each 60 to 90 seconds long, covering
Tiger's history
