Brand Quest      (December 18, 2003)

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I.

1. It's a technique that uses random variables to solve mathematical problems. Originally developed to build the atom bomb — under the Manhattan Project of the '40s — it is now used in the realm of finance too. This technique, quite appropriately , is named after a city famous for its casinos, which provide entertainment through chance-based games. What's it called?
   
   
   

2. Claude Hopkins, author of the 1923 book Scientific Advertising, turned even an ordinary feature into a brand USP. He discovered such a quality in Pepsodent toothpaste. Hopkins' advertisement announced that Pepsodent removes — —. What did it promise to remove?
   
   
   

3. Which company's campaign has the tag line 'We move the world'?
   
   
   

4. 'I Roll' in Latin, the Zoroastrian God of Reason and the founder of Detroit. The aforementioned can be decoded to fit into a common product category. Which is it? And that's the 'connection' question for the week!
   
   
   

5. "Times are exciting. Villages are progressing. Eyes are twinkling. You've never had a better time to shine brighter." Which recent campaign?
   
   
   

6. Easy! Which Dutch city is home to the electronics behemoth Royal Philips?
   
   
   

7. This 1997 statement of a TBWA Chiat/Day official describes an ad campaign created by the ad firm for a company: "Working with dogs is always a challenge. We wanted the Chihuahua's character to be perceived as a 19-year-old guy in a dog's body who primar ily thinks about food and girls. We were able to craft the spots in such a way as to bring this character out and convey the message that the dog was on an undying quest for — —." Earlier this year, a jury awarded over $30 million to two market ing professionals who said the company had used their idea of a talking Chihuahua (which eventually became a big hit) and hadn't paid them. Can you name the company?
   
   
   

8. A sitter! Asian Development Bank's headquarters is in which city?
   
   
   

9. Indian speedster Zaheer Khan has been restrained by the Mumbai High Court from entering into an agreement with Globosport, after his previous managers Percept D'Mark raised objections. Which sports star is the President and CEO of Globosport?