Kinko's launches new "Express Yourself" brand strategy

Article Abstract:

Kinko's is rolling out a fully-integrated branding initiative that is designed to convert the firm from one based on products and equipment, to a company that is concentrated on service and communication. The effort, entitled, "Express Yourself," encompasses a $40-million marketing thrust that includes a new advertising campaign, in-store merchandising, Web presence, and promotion efforts. The branding initiative results from extensive customer research, which indicates that consumers treat Kinko's as a distinct resource that helps them better express their concepts and information.

Radio, TV, Music, Electronics Stores

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Hewlett-Packard launches greeting-card line

Article Abstract:

Hewlett-Packard Co of Palo Alto, CA, has launched a family of products that allow consumers to print their own greeting cards. The Printable Expressions Greeting Card Collections consist of a CD-ROM with 24 original works of art, 100 greetings, 20 blank cards and envelopes and a step-by- step guide with online assistance. Designs range from holiday wreaths to flowers, from watercolors to photographs.

Software Publishers, Applications Software Pkgs (Micro)

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Charles & Colvard launches marketing program

Article Abstract:

Charles and Colvard Inc came up with an integrated campaign to market its moisanite gemstones, a proprietary, colorless lab-created gemstone. Aside from print and TV ads, the campaign includes holding of local market special events, promotions and sending of p.o.p. materials to company retailers. Women with a $50K plus annual income are the target of the campaign.

All Other Miscellaneous Nonmetallic Mineral Product Manufacturing, Synthetic Gems

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