The band that's a brand: The Grateful Dead line of products
Article Abstract:
The Grateful Dead only recorded one top-10 song during its 26-year history, but, through shrewd marketing, the rock group made more money in 1991 than any other band, earning $34.7 million. The catalyst behind this marketing success story has been Grateful Dead Merchandising (GDM), formed in 1980. By building a fan database and by applying trademarks selectively, GDM has managed to attract a large clientele ranging in age from 15 to 50. Sales of decals, tee-shirts and posters netted the band $10 million in 1990.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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The man from Mars' game plan for Sprint
Article Abstract:
Sprint Corp's new chief marketing executive, Tom Weigman, is trying to fashion a new identity for the company that will allow it to keep pace with AT and T and MCI, attract upscale customers, and exploit advancements in fiber optics technology. Weigman has sold Sprint on the virtues of increasing ad spending at a time when profits are declining. He feels that the key to Sprint's marketing success lies in selling consumers on the benefits of such wideband services as movies on demand and video shopping.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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Disposing of the green myth
Article Abstract:
Convenience, not environmentalism, determines BIC Corp's marketing strategy. BIC, manufacturer of disposable ball-point pens, razors, and cigarette lighters, has detected no consumer demand to make recyclable products. The company, however, has redesigned its packaging to reduce the amount of plastic used. BIC focuses it attention on selling its products and expanding its product lines.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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