Although primarily produced for industrial use, the water is purified to drinking-quality using dual membrane microfiltration and reverse osmosis technologies, and marketed as bottled water for human consumption under the consumer brand NEWater.
Hasbro found itself, then, with the pleasant headache of managing a well-heeled subculture dedicated to consumption and buzz-marketing their brand.
Brian Wansink, director of Cornell University's Food and Brand Lab, studies how size and packaging affect consumption.
Happily, any brand, ad, media platform, or consumer consumption model can be measured for engagement in this manner.
Although Apple brags about its leading status for public consumption (which is good for the brand), it remains wary of overconfidence internally.
When a brand evokes the characteristics of cool, it stands out and drives consumption.
On a similar note, in this era of non-conspicuous consumption, when Target and Wal-Mart have become brand badges for those who can afford Saks and Neiman-Marcus, companies that represent prestige brands are going to have to work extra hard to make sure that the entire experience of the brand is worth its weighty title and price tag.
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It's recalling all of its Taco Bell brand taco shells because they were found to contain genetically engineered corn not approved for human consumption.
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Land Rover's global brand director, John Edwards, is hopeful the Evoque's lightweight construction and relatively low fuel consumption and emissions make it well suited to the job.
"There is a lot of talk about how the age of conspicuous consumption is over, " says Richard Wise, chief executive officer of Lippincott, a brand strategy and design firm in New York.
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