FROM Sasha Strauss
Surveillance Anxiety Over the past two weeks, the US Justice Department and Apple have been locked in a battle over whether the computer giant will help the FBI's investigation into the San Bernardino terrorist attack by writing software to defeat encryption technology in an iPhone used by one of the shooters. This debate reveals the public's conflicted feelings over government surveillance, and their trust in Apple as a brand, says branding expert Sasha Strauss. Surveillance has been built into the fabric of our cities for centuries, says architect Peter Zellner. And it's played a major role in science fiction, says pop culture aficionado Eric J. Lawrence.
Branding the Drought You might have heard that there’s a drought. With mandatory conservation for all Californians, politicians and water officials are doing their best to get people to change their behavior and save water. Water conservation campaigns range from cute to sexy. But just how smart is the advertising? Two communications experts weigh in on how to convince Californians to be waterwise.
Snack Lovers Prepare: Kraft Is Becoming Mondelez Kraft Foods, Incorporated sells $31 billion worth of snack foods around the world. After testing with focus groups in 28 languages, the maker of macaroni and cheese, Oreo cookies and Ritz crackers, Kraft has adopted a new name. When Bell Atlantic merged with GTE, brand-namers combined the Latin word "veritas" with the English "horizon" to come up with the now-familiar "Verizon." " Mondelez " is also a composite, invented to evoke the idea that Kraft Foods products are part of a "delicious world."
Why Does Steve Jobs Matter? Hurricane Irene killed some Americans and changed the lives of many more. In days to come, we'll hear about the lasting impact of the disaster. Today, we look at the resignation of Steve Jobs from Apple , now one of the two richest corporations in the world. Jobs has the right name for what's missing in America's economy. Does he also represent the way back to prosperity? We look at his record at Apple and its influence in the US and around the world.
Why Does Steve Jobs Matter? We'll be talking about Irene and its aftermath for a long time to come. Today, we look at a long-term phenomenon of a different kind: Steve Jobs and his influence not just on technology, but culture and lifestyle worldwide. At a time when America's economy is faltering, Jobs is being called the embodiment of enlightened capitalism. Is that real or hyperbolic? Can Apple , now one of the two richest corporations in the world, survive his resignation ? Will other entrepreneurs be able match his record? We talk with people who've studied and known Steve Jobs.
When Is a Logo a No-Go? The "new" Gap logo, designed by Laird + Partners On October 5, clothing company Gap quietly unveiled a new logo, the first change to the logo in 20 years. Consumers didn't seem to like it, taking to Facebook and Twitter to express their dislike, and design publications picked up on the outrage , giving the logo flap names like Gapgate . After announcing they were actually launching a contest to create additional logos , less than a week later, Gap retracted the logo and the contest, saying it was sticking with the 20-year-old logo instead. What happened? Frances talks with branding consultant Sasha Strauss about whether or not logos really do impact consumer behavior, and how important logos are to a brand's overall personality. Then, graphic designer Michael Hodgson talks about what makes a successful logo and walks us through some recent logo refreshes that worked. The new Coca-Cola logo, reconceived by Turner Duckworth
Lucia Micarelli: An Evening with Lucia Micarelli Violinist and actress Lucia Micarelli visits The Treatment to discuss her emotive performances as she prepares for PBS' An Evening with Lucia Micarelli.
Shaking up the USDA, 'The Beef Cookbook' and 'Tartine All Day' Peggy Lowe explains why Trump’s pick for USDA Secretary is rattling rural America. Dario Cecchini talks future plans for Chianti ramen, and Richard Turner shares cuts from “PRIME: The Beef Cookbook.” Writer Matthew Sedacca looks at the controversy behind liquid smoke. Jonathan Gold tries Chengdu-style dishes, and Elisabeth Prueitt of Tartine fills us in on the latest. Plus, chef Michael Beckman shares a recipe for cactus confit.
Securing Public Spaces, Super Wealthy Asians Vehicles are increasingly being used as weapons, as seen in the London Bridge attack over the weekend and in New York’s Times Square last month. The Compton-based company Calpipe is designing security bollards to help make public spaces safer. And novelist Kevin Kwan satirizes the “crazy rich” Asian jet set and their luxurious tastes in his latest book, “Rich People Problems.”