Big B: The effective brand ambassador
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Amitabh Bachchan started endorsing products when he first set up his ABCL - the company, which later came to grief.
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Hrithik Roshan, the newly-appointed brand ambassador of Kolkata-based hosiery   manufacturer Rupa & Co Ltd, Monday launched its new range of briefs and vests, called MacroMan M Series,   and said that he can identity with the brand on a personal level.
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By Michele Gershberg NEW YORK  - IBM , the world's largestcomputer company, is putting a human face on the services itoffers in a new U.S. brand campaign illustrating how technologycan help doctors, lawmakers and young schoolgirls alike.
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In the advertising world, brand identity is everything. Volvo means safety. Colgate means clean. IPod means cool. But since the U.S. military invaded Iraq in 2003, its "show of force" brand has proved to have limited appeal to Iraqi consumers, according to a recent study commissioned by the U.S. ...
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Bipasha ÂBeauteousÂ Basu has the face, attitude, charm and sensuality to endorse any product and brand and take it to a new plane. Bips is now the brand ambassador of Kinetic MotorÂs upcoming Kinetic-SYM scooter, which is slated for a launch next month
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David Bollier's Brand Name Bullies seeks to expose the 'quest to own and control our culture.' But the book's real value is in its numerous case studies of copyright and trademark battles. By Amit Asaravala.
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Looking back on a year of advertising innovation
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An animated ad for Apple's iPod made by a schoolteacher is thrilling buzz marketers. Forget word-of-mouth -- the future of advertising is in professional-looking ads that go viral. By Leander Kahney.
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Marketers are finding that specialty Web sites that almost disguise their sponsors can sometimes be more effective than outright product placements.
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Financial PR: Soft talk, hard profits
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Actor Abhishek Bachchan has been appointed as brand ambassador to spread awareness about dyslexia, a neurological condition of children with high IQ which makes for special educational needs.
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By Jeff Leeds  For all the disquiet the Internet has fostered in the music business, almost every rock star and record-label executive is intrigued with the prospect of marketing to music fans directly instead of wrangling over exposure with radio programmers and retailers.
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Touring events, exhibits and other promotional efforts are becoming more popular as advertisers seek to forge closer emotional bonds with consumers.
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Early Internet entrepreneurs envisioned a day when consumers would devour short bites of entertainment on their computer screens delivered over the Internet by fat broadband pipes. When the companies failed, executives blamed it on ...
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Web 2.0 companies, observe how Loic rolls his product out. It's done personally. Not with a big bang, but with nurturing, one user at a time, at first, then it will fan out, but it will always have the personal touch, because it began that way. In contrast, giving an exclusive to one press person or one blogger can be much less effective. It may get you on top of the ladder for a moment, but the glory fades fast, and then what? And your first impression is in the hands of someone else. What if he or she doesn't like you or your product? (Or worse, if they have a conflicting interest, I've seen it happen.) You could get sandbagged. Most PR firms show you how to do the big bang rollout, because that's all they know. But even the greatest promoters, with the most press credit (I'm thinking of Steve Jobs) won't rely exclusively on the press to carry their product. They guide it, they put their personal signature on it, they create an experience. No doubt in the next few days there will be a lot of rollouts because of the Web 2.0 conf in SF. The only ones you'll read about here, with any positive juice, are the ones that roll out with personality.
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Today's customers are increasingly demanding, in Asia as elsewhere in the world.  Henry Astorga describes the complex reality faced by today's marketers, which includes much higher expectations than we have been used to.  Today's customers want performance, and they want it now!
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In marketing speak Tiger Woods puts bums on seats. He sells tickets, he sells advertising and he throws a blinding spotlight on events at which he plays.