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Great Moments

Explore some of the greatest moments in advertising, marketing and brand management history on Branding Strategy Insider.

Great Moments

Great Moments In Advertising: Ogilvy’s ‘Confessions’

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David Ogilvy had been in the advertising business only 15 years when he wrote “Confessions of an Advertising Man” in 1962. In that brief period, he had created “The Man in the Hathaway Shirt,” Commander Whitehead for Schweppes, Rolls-Royce’s “the loudest noise is … the electric clock,” and Dove’s “one-quarter cleansing cream,” among other iconic campaigns.

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Great Moments

Great Moments In Naming: Academy Awards ‘Oscar’

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Where Did “Oscar” Get its Name? We don’t mean Oscar Wilde or Oscar Hammerstein. We mean that 8-pound gold statuette so beloved in Hollywood.

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Great Moments

Great Moments In Branding: Neil McElroy Memo

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Neil McElroy Brand Memo Procter & Gamble

After its successes with Ivory and Crisco, P&G developed a new business technique called “brand management.” Because it focused attention on a product rather than a business function, brand management turned out to be similar in its effects to the multi-divisional structure introduced by Alfred Sloan at General Motors. And it had the same powerful tendency to decentralize decision making.

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Great Moments

Great Moments in Naming: Twitter

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Interviewed by Maureen Dowd in The New York Times, Isaac (“Biz”) Stone, the co-inventor of Twitter, explained the name this way:

 "We had a lot of words like “Jitter” and things that reflected a hyper-nervousness. Somebody threw “Twitter” in the hat. I thought, “Oh, that’s the short trivial bursts of information that birds do.”

Sponsored byThe Brand Positioning Workshop 

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Great Moments

Great Moments In Copywriting: Rubicam & Squibb

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In 1921, Squibb had never advertised to the public, but wanted to advertise certain “household” drug products which are on most bathroom shelves.

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