brand-as-business bit:  How do you create desire?  Diamond brand De Beers and Frances Gerety, the copywriter behind the company’s tagline, “A Diamond Is Forever” showed us how.  A recent terrific piece in the NYT outlined their approach: appeal to emotions: “Sentiment is essential to your advertising, as it is to your product,” Gerety’s agency N.W. Ayer […]

brand-as-business bit:  This week’s BusinessWeek features a story outlining Campbell’s strategy to stem the tide of declining soup sales.  The venerable firm is introducing Go! Soup, a “ready-to-eat meals line coming this month in varieties that include chorizo, pulled chicken with black beans, and golden lentils with madras curry.” One commentator expressed his skepticism about […]