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But several heritage labels and longstanding brands will be under new leadership this season.
Those who know branding will tell you that some of the most powerful and longstanding brands in the world have been built on something hiding in plain sight.
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Trend trackers like Mr. Simmons say that African-Americans have a longstanding brand loyalty to Motorola, maker of the popular Star-Tac cell phone.
It can be difficult for a younger quartet to earn recognition in a field where the competition includes longstanding, brand-name ensembles like the Emerson or the Guarneri Quartets.
In fact, through just such an experiment, researchers at eBay discovered that a longstanding brand-advertising strategy on Google had no effect on the rate at which paying customers visited eBay.
This year's list identifies several individuals who are driving change within large, longstanding brand marketers.
Vanguard is indeed a more formal company with a longstanding brand, but it embraces the idea of innovation as eagerly as the newest startup.
For example, in January 2006 Imperial Tobacco acquired the Windsor Blue brand which had been sold by the Cooperative supermarket for 30 years 15, 18 and in November 2008 launched brand-variants John Player Special JPS Silverer, Blue and Menthol as a cut-price versions of its longstanding JPS brand 19.
North Korea has always been the hardest target, but the difficulties of figuring out what is happening now range from longstanding to brand new.
The two powerhouses came together to show those in attendance at Tomorrowland something they'd never seen before, and then the longstanding alcohol brand took things one step further to let fans continue the experience weeks and even months after the set was done.
While TUAW and Joystiq both have longstanding reputations and brands in the tech world, their traffic has been in decline.
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