The name Häagen-Dazs is simply two made-up words meant to look Scandinavian to American eyes—although in fact, the digraphs "äa" and "zs" are not part of any native words in any of the Scandinavian languages. This practice is known in the marketing industry as foreign branding.
For Kraft spokesman Michael Mitchell, “Tfark” is a personal favorite. “I’m not sure what it means,” says Mitchell. “I just liked the way it sounds." . . . “The higher purpose is to make today delicious,” says Mitchell, no trace of irony in his voice.
Today Facebook, Twitter and text messaging allow teenagers and 20-somethings to connect without wheels. High gas prices and environmental concerns don’t help matters. . . . The five-year strategic vision that Scratch has developed for Chevrolet, kept quiet until now, stretches beyond marketing to a rethinking of the company’s corporate culture. The strategy is to infuse General Motors with the same insights that made MTV reality shows like “Jersey Shore” and “Teen Mom” breakout hits. . . . Last summer, Mr. Martin and his team temporarily transformed part of the G.M. lobby into a loftlike space reminiscent of a coffee shop in Austin or Seattle, with graffiti on the walls and skateboards and throw pillows scattered around. . . .
On a recent Tuesday morning in the General Motors Technical Center, which was designed by Eero Saarinen, a couple of car executives huddled around a “persona board” in the color and trim laboratory.
They studied a collage loaded with images of hip products like headphones created by Dr. Dre, a tablet computer and a chunky watch. The board inspired new Chevrolet colors, like “techno pink,” “lemonade” and “denim,” aimed at “a 23-year-old who shops at H&M and Target and listens to Wale with Beats headphones,” said Rebecca Waldmeir, a color and trim designer for Chevrolet.
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