Branding

  • K-Y Jelly, we hardly knew ye

    The venerable lubricant with the kinky associations is getting a brand makeover. But will it be able to maintain market penetration?
    By Lynn Harris May 1, 2003

  • Meatmarket.com

    In the competitive world of online dating, singles brand themselves as sexy commodities. But what happens when the wrapping comes off?
    By Heather Havrilesky May 15, 2002

  • Move over "Heartland," here comes "Homeland"

    The name of the new Cabinet-level agency sounds old-fashioned and cozy, promising to bring back the life we fear we lost, but it also evokes less comforting images.
    By Leslie Savan October 1, 2001

  • Jayne Mansfield: The brand called two

    The screen siren cleverly made herself into an icon, but then the audience stopped wanting what she was selling. What happened?
    By Andrew Nelson August 6, 2001

  • Getting uppity in suburbia

    Have some tea with your Brandywine at Thornbury? A little Anglophilic branding will make all your insecurities go away.
    By John Dicker February 22, 2001

  • A second chance for the dot-com economy?

    The rebirth of Boo.com offers new hope to ailing Internet start-ups: Bankruptcy is now the smartest way to build your brand.
    By Salon Technology staff November 15, 2000

  • Send in the clowns

    In a quest to define its brand, a dot-com start-up turns to that old standby of corporate America: The Bunny Game.
    By Ruth Shalit June 21, 2000

  • Brand builder

    Lycos chief executive Bob Davis argues that Yahoo's single-brand strategy is the Web star's Achilles' heel.
    By Scott Kirsner January 24, 2000

  • The name game

    Welcome to the vicious world of corporate name-creation, where $75,000 buys you a suffix and competing shops slur each other over the virtues of Agilent and Avilant.
    By Ruth Shalit November 30, 1999

  • Why is Madison Avenue gripped by insanity?

    After pondering the "cultural meat values" of Peparami, the only question remaining is: What are these guys smoking?
    By Ruth Shalit September 29, 1999

  • The return of the hidden persuaders

    Driven by a booming economy, a corporate obsession with brand-building and a feelgood philosophy, a motley crew of ex-grad students, starry-eyed admen and hypnosis gurus are probing the consumer unconscious to sell soap.
    By Ruth Shalit September 27, 1999

  • Let's Get This Straight: Story time

    Can narrative save us from information overload?
    By Scott Rosenberg September 29, 1998
Salon Directory › b › Branding (12 stories)

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