DIET SPRITE MAY GET HEAVY MAKEOVER Coke likely will replace the Diet Sprite name in 2004 in favor of Sprite Zero MOVE OVER STARBUCKS, JUAN VALDEZ IS COMING The Colombian Coffee Federation, which represents more than 500,000 Colombian coffee growers, is planning to open its first coffee shops - all bearing the name Juan Valdez, after the federation's signature character - in the United States by early 2004. TISCALI IN LOGO MAKEOVER Pan European ISP Tiscali has undergone a logo makeover to reflect the "maturity and internationality" of the company. *************************************************** CASE STUDY ***************************************************
RALPH LAUREN: FEEL GOOD MARKETING The fashion powerhouse has recently launched a cause marketing campaign that promotes volunteerism among youth through the Polo Jeans line, and utilizes volunteer role models instead of professional supermodels. *************************************************** OPINIONS ***************************************************
RETAILERS, BRANDS TRY ON THESE GOGGLES One of the most dangerous mistakes a retailer or marketer can make is to lose perspective on how brands fit into a store environment and reach shoppers. RAPPERS PUT THE BLING INTO BUSINESS Hip hop's mania for endorsing brands makes street music big in the boardroom. CAUSE BRANDING'S TRICKY PATH In cause branding, companies take an active role in a relationship that has good social consequences, beyond simple sponsorship or naming rights. The sense of social obligation in itself can become a valuable asset to a company. *************************************************** CHARACTER ***************************************************
PAUL RENNER Best known as the designer of the typeface Futura, Paul Renner (1878-1956) was a central figure in the German artistic movements of the 1920s and 1930s.
