They participate in off-and on-line Word-of Mouth (WOM) campaigns.

FORBES: How To Get Your Message Across

His next challenge: how to stoke growth in the Office product line--Word, Excel, Outlook, PowerPoint--when his division already has a market share so large (400 million users) that research firms Gartner and IDC don't bother to track it.

FORBES: The Humbler One

Although Mr Geithner did not commit himself to any specific action, the use of the m-word suggests Team Obama will take a tougher line.

ECONOMIST: China and America

The peg for the piece was the scrapping of a line of supposedly diet biscuits, "Taillefine", or "Slender Silhouette", from the French firm LU, and their replacement with a line called "Belvita", a made-up word with whiffs of the good life.

ECONOMIST: European politics