CMO.com

PepsiCo has been trying to reinvigorate SoBe, a brand it acquired in 2001 for $370 million. That effort took on new urgency in the wake of rival Coca-Cola's$4.1 billion acquisition of Glacéau Vitaminwater in 2007. Now sales of the beverage giant's flavored waters are up 85% in a down market. Here's how that happened.

As the advertising, Internet, and mobile worlds rapidly converge, we need to shift how we look at these various industries and the metrics we use to describe the potential business. What is essential is a different mindset about how to evaluate the opportunity.

But after the initial buzz around the iPad fades, so, too, might advertisers’ enthusiasm, with questions still swirling around how to price ads and how they will look on the iPad. There is also confusion over other ways to measure the success of an iPad ad.

If a company wants to be loved, it should look at every aspect of its service that causes its customers pain, whether it’s buying pain, stress, uncertainty, or anything else, and try to eliminate that -- even at the expense of short-term profit.