Spring 2014
Branding
Features
The Plato and Newton of Branding: Berkeley’s David Aaker
In the consumption-fired 21st century, branding is the air we breathe, and Aaker is “the brand name in brand management.”
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Club Red: Notes on a Person-to-Person Tour in Cuba
U.S. tours offer a gateway to a tropical paradise—but leave your flip-flops at home.
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You Can’t Say That! Is it Time to Write the Epitaph for Epithets?
Bile remains a most abundant humor, but using slurs can be tantamount to social suicide.
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Kabam? Ka-Ching
Naming rights bring cash to campus.
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The Bear, Re-Branded
Cal replaces its live-and-let-live mascot with vicious new model.
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Branding the Elements
Berkeley stakes its claims on the periodic table.
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Elements of Branding
Lessons on branding a university.
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Lab + Field
Sex and the Single Y
Our unpaired genes are getting pared down.
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Navigate Like a Viking
Could the “sunstones” of Norse mythology have been based on actual devices made of calcite?
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Mind-Blowing Cat Research
Cats have long benefitted from a parasite that alters the minds of rodents.
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Piranha Defense
The Arapaima gigas of the Amazon has nothing to fear from piranhas. Here’s why.
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Arts + Letters
Bringing the Outside In
After decades of rumbling appreciation, the artwork of the untrained and self-taught has arrived.
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Taste Test
Food for Thought
Lunch at Chez Panisse captured the imagination, and the palate, of a doctoral student.
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Sather Gate
Love, War and Football
A relic from a World War II prison camp comes home to Cal Athletics.
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Out of the Gate
In on the Ground Floor
Would this start-up investment seal my fortune? Or was I in on the ground floor of a basement?
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