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Rise of the ‘Craft’ Brand
The age of the Goliath brand is over. Now, the Davids are running the show. The commerce landscape has consistently been dominated by giant corporations, whose brands became extremely broad, and in some ways generic. Think about Gillette. What does Gillette mean to you? Unless you get really excited about the prospect of a 37-blade razor, Gillette as a brand probably doesn’t mean much to you. It’s just the standard razor you buy at the store. -
Ikea expanding renewable energy portfolio with new technology
Ikea is rolling out biogas-powered fuel cell technology to more stores. The home furnishings retailer has installed the fuel cell systems at two Southern California stores, in Costa Mesa and Covina. In addition, Ikea also is planning to deploy fuel cell systems at its store in East Palo Alto, Calif., as well as its store in San Diego and in New Haven, Conn. (Ikea first deployed the technology over a year ago, at its store in Emeryville, Calif.).

