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David Ogilvy, in Ogilvy on Advertising, discusses brand imaging with the following:

You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the marketplace. The personality of a product is an amalgam of many things — its name, its packaging, its price, the style of its advertising, and, above all, the nature of the product itself. Every advertisement should be thought of as a contribution to the brand image. It follows that your advertising should consistently project the same image, year after year.

Extending this framing of brand image, one might define brand marketing as any activity that inculcates within the consumer a particular brand’s personality. The purpose of brand advertising, with that in mind, is to differentiate one brand from others such that consumers prefer it when confronted with the choice. In Brand equity on mobile, I discuss the concept of brand equity, which is the quantified value of a brand, measured across two vectors of consumer impact: 1) the ability for a brand to charge a price premium given consumer familiarity and receptiveness, and 2) the degree of amplification that a brand bestows upon a firm’s advertising activities (a sort of advertising effectiveness premium). Direct Response marketing is a wholly different undertaking than Brand marketing and fulfills a different objective. Direct Response marketing is almost exclusively accomplished through digital advertising for digital products, and its purpose is to foment an impulse on the consumer’s part to immediately purchase or otherwise engage with the product. Ideally, this opportunity is guided through audience and intent targeting such that the advertisement collides with need or desire at an appropriate time and results in an outcome for the advertiser (known in advertising parlance as a conversion).

It’s unclear how that dispute will resolve, and such patent fights can take years to unfold. It’s also unclear how aggressive the federal agency will ultimately be over its co-inventor status. As Nature pointed out earlier, the agency has tended to let industry partners handle intellectual property rights as it sees its role largely in the foundational research. But with drug prices continuing to skyrocket in the US, political will is shifting for the government to be more involved in the outcomes of its early-stage efforts.

Although VR and AR devices are nowhere to be seen in Apple’s current product line, the company is deemed a key player in the industry. “Everyone, especially VR companies in China, is waiting for Apple’s debut to point them in the right direction,” said Max Ive, an ex-Xiaomi employee who used to work on interactive design for Xiaomi’s AR equipment.

Production at North Sea oil fields between the U.K. and Norway has long tapered, buoying the Brent benchmark seen by investors as a global price gauge. At the same time, U.S. drillers produced a near-record 11.9 million barrels a day in 2022, according to the Energy Information Administration, which projects record highs this year and next. That is depressing the price for West Texas Intermediate crude, the U.S. standard, expanding the difference between Brent and WTI, said Gus Vasquez, head of crude pricing, Americas, at price-reporting firm Argus Media. In recent weeks, winter storms also slammed U.S. refineries, leaving many unable to process as much crude as usual. The disruption led to a relentless build in domestic stockpiles that are now 9% larger than the five-year average observed by federal record-keepers.

When settling healthcare bills, the Old Order Amish of Lancaster County, Pennsylvania rely on an ethos of mutual aid, independent of the government. Consonant with this philosophy, many Amish do not participate in or receive benefits from Social Security or Medicare. They are also exempted from the Affordable Care Act of 2010. This study expands the limited documentation of Amish Hospital Aid, an Amish health insurance program that covers major medical costs. Interview data from 11 Amish adults in Lancaster County depict how this aid program supplements traditional congregational alms coverage of medical expenses. T

Michael Lombardi, Boeing’s archivist, has been the company’s historian for more than 30 years. He’s nearing retirement age and can’t help but think about doing so. But his enthusiasm for his work remains high and contemplating life after this career is challenging. Lombardi has a couple of books in mind as possibilities. He certainly has the resources to fall back on to tell stories that haven’t been told, even by the most dedicated of authors.

All of these areas are really important areas but they require a lot of science behind them.

The changes and belt-tightening have frayed employee relations. A company Slack channel called “airing of grievances” has more than 22,000 members and a string of complaints about attendance proposals and perquisite cuts.

She did so out of desperation. Florence’s husband, Charles Clarence “C.?C.” Butt, fell ill with tuberculosis and couldn’t work; it was up to Florence to support the family, which included three young sons. In the days before antibiotics, prevailing medical wisdom held that tuberculosis could be cured through rest and exposure to fresh air in warm, relatively dry climates. Butt’s doctor had advised him to move to such a place. The family chose Texas—moving first to San Antonio, in 1904, and a year later to Kerrville, a half hour southwest of Fredericksburg. Today the town is a tourist destination, known for its spring wildflowers and summer folk festival—but a century ago it was a remote, rugged place where chronically ill Americans sought refuge. Physician George Parsons, from Chebanse, Illinois, had himself recovered from tuberculosis in the Hill Country town; he later wrote about his experience in a medical journal and started Kerrville’s first sanatorium, bringing still more patients hoping for a cure.

McCaleb’s space habitation company, Vast, emerged publicly last fall with a plan to build space stations that featured artificial gravity. This was significant because NASA and most other space agencies around the world have devoted little time to developing systems for artificial gravity in space, which may be important for long-term human habitation due to the deleterious effects of microgravity experienced by astronauts on the International Space Station. Vast boasted three technical advisers who were major players in the success of SpaceX—Hans Koenigsmann, Will Heltsley, and Yang Li—but did not offer too much information about its plans.

Hong Kong, the refuge for about one million Chinese who had fled the Communists, became the center of activity for the Third Force. The CIA-backed Fight League for a Free and Democratic China operating there recruited volunteers from among the refugees to train as anti-Communist foot soldiers to be smuggled onto the mainland. They were sent for training in counterrevolution in Okinawa, Japan, and in Saipan, a U.S.-controlled island in the Western Pacific. To lead the effort, the Americans hired a disaffected general of Chiang’s Nationalist forces, Zhang Fakui. In a memorable conversation at Hong Kong’s Foreign Press Club, Zhang warned one of the American organizers, “Anyone who lands on the mainland will be captured.” The Communists, he said, would outwit the foreign forces at every turn. He also contended that much of the intelligence on what was going on inside China was fake. Zhang’s suspicions turned out to be correct, but he nonetheless accepted a leadership position in the American scheme.

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Most importantly, he misunderstands the foundation of the American Empire. It lies in our political stability, our economic growth, our network of allies, and our military power. The role of the US dollar is a result of these things, not a cause.

1,300 of our players provided information to share with one another about their current club, to not only help them make important career decisions, but also help raise standards across the league.

The Global Seed Vault in the Norwegian Arctic, which opened in 2008, is closed to the public and shrouded in mystery, the subject of numerous internet doomsday conspiracy theories. Now, to celebrate the vault’s 15th anniversary, everyone is invited on a virtual tour to see inside the vastcollection of tubers, rice, grains and other seeds buried deep in the mountain behind five sets of metal doors.

I think this latest piece of work can teach us a few things. First, that great cartography, which looks effortless, is not easy. Sure, anyone can make a map, but making a great map demands careful thought, a knowledge of the craft, and the experience of knowing how to approach the hundreds of decisions that are required in getting from an idea to execution. Great maps don’t just fall off the page. They take work to make them work.

Citizens have every right to question the role of their governments, particularly in times of war. Some of the dynamics around policing criticism of Zelenskyy or the Ukrainian government or the U.S. support for it are reminiscent of the efforts to stifle criticism of Israelthrough charges of antisemitism. Not only is this an intellectually bankrupt line of attack, but it also runs contrary to the vital principle of free debate in democratic societies. It also seeks to relegate to a dungeon of insignificance the vast U.S. record of foreign policy, military, and intelligence catastrophes as well as its abuses and crimes by pretending that only lackeys for Moscow would dare question our role in a foreign conflict on the other side of the globe.

An unintended side effect of the Federal Reserve’s rate hikes is that many banks and institutions are holding an unfathomable amount of low-yield debt that is now worth far less than it was a year ago. We went from a world where 100-Year Austrian bonds would pay only 0.39% yields, to one where we’re now concerned about 8-9% annual inflation, in just two years.