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There is a loose coalition that goes under the rubric "Revolution in Military Affairs"; a contingent of military reformers that fly the flag of "Fourth-Generation Warfare"; and Rumsfeld's house brand, "Force Transformation".
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And Post, which has certified its cereals for years, had trouble finding kosher apples for its new Fruit 'n Fiber brand, forcing it to go abroad for supplies.
But it came too late to save Nike as a stand-alone hockey brand, forcing the compromise that resulted in a logo with Nike's swoosh but Bauer's name.
But distribution problems with that brand forced them back into the lab to make their own lemonade, one that would be sweet but not overpower the flavor of the teas, which had to be brewed at double strength to retain their taste when mixed with the other ingredients.
Red has become such a branding force that athletic department employees are mandated to wear some article of colored clothing on Red Fridays.
Wages at factories for brand-name sneakers rose even faster, as the brands forced suppliers to comply with the wage floor.
The Chinese brands, forced to trade on value, are priced about 30% below the equivalent foreign brands, putting pressure on the whole market.
As the recession hit western economies in 2008 and 2009, brands forced down prices even further as they negotiated with suppliers.
Some observers are now asking whether the firm could face a similar fate to Nokia and more recently BlackBerry, once popular brands forced to close their handset businesses after being left trailing by more successful competitors.
The escalation last year in requests for the.com suffix, and for i-marks and e-brands, forced the Patent and Trademark Office to restate its definition of what terms are eligible for trademark status.
Measurement has long been a thorn in the industry's side, with brands forced to accept the same metrics used for reporting by direct-response marketers.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com