FREESERVE NAME TO GO: IT'S WHAT THEY WANADOO Freeserve, one of the best-known names to emerge out of Britain's dot-com boom and bust, could soon vanish into cyberspace as part of a rebranding exercise. WESTIN, REEBOK EXERCISE THEIR BRANDS Westin Hotels & Resorts is moving to create a consistent workout experience across its brand with the WestinWorkout Powered by Reebok. US BABIES GET GLOBAL BRAND NAMES Americans are increasingly turning to the world of popular culture to name their children, a study has found. *************************************************** CASE STUDY ***************************************************
CULT BRANDING: THE HARLEY DAVIDSON EXPERIENCE The comeback of Harley Davidson from the brink of disaster is one of the most remarkable brand turnaround stories in international marketing. *************************************************** OPINIONS ***************************************************
THE MARKETING IMPORTANCE OF BEING THE OPPOSITE Why the 'Better Than' Competitive Strategy Doesn't Work "COOL" GERMANY LASHES OUT Germany, which has been saddled with negative stereotypes since World War Two, is actually hip, hedonistic and laid back, a team of image consultants is trying to persuade Britons. TIME TO BRAND YOUR IT? Conducting an exercise in branding could help you manage user expectations and improve your department's image. *************************************************** CHARACTER ***************************************************
ROBERT BROWNJOHN An early partner of Ivan Chermayeff and Tom Geismar, Robert Brownjohn (1925-1970) was an influential British art director known for his print work and film titling, including Goldfinger and From Russia With Love.
