Marketing
The overall activity of defining and communicating the value of a product or service so that exchange with customers takes place, covering market research, pricing, distribution, advertising and branding.
FIFA erases non-sponsor logos from World Cup stadiums under its "clean stadium" rule. In 2026, Levi's Stadium got a sheet over its logo and a new name, "San Francisco Bay Area Stadium" — but photos of the cover-up went viral, giving Levi's more buzz than its old signage ever did.
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On February 11, 2025, Duolingo announced its owl mascot Duo had been killed by a Cybertruck. Users who opened the app found Duo's corpse, eyes replaced with Xs. Mentions hit 169,000 in two weeks, Dua Lipa mourned publicly, and a staged mascot death became the brand's biggest publicity win.
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Greenland is mostly ice, yet its name means 'green land.' Around 982 the Viking Erik the Red, exiled from Iceland for murder, founded a colony and chose an appealing name to lure settlers. The fjords he settled did green in summer. Around 985, 25 ships set out; 14 arrived.
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In 1992, Pepsi's bottle cap sweepstakes in the Philippines accidentally printed the grand prize number on 800,000 caps. When Pepsi refused to pay the $32 billion total, riots broke out and at least five people died.
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In 1996, Pepsi ran a joke advertisement offering a Harrier fighter jet for 7 million Pepsi Points. John Leonard exploited a catalog loophole to claim the jet for about $700,000, and when Pepsi refused, an actual lawsuit followed.
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