In part, the strategy was to use social media to promote the image of PepsiCo as the good company, and, it was hoped, to colonize some part of the digital generation as the next Pepsi Generation.

NEWYORKER: Snacks for a Fat Planet

Team Bad Company figures that despite sport fishing's image as a wealthy man's sport, the right promotional strategy will lure fans of different income levels.

FORBES: Magazine Article

Mr. Flanders has been building on Playboy's recent strategy of morphing into a licensing company in the process shedding the seedier aspects of its image.

WSJ: Rebuilding Playboy: Less Smut, More Money