'It wasn't the best extension of our brand,' said the Microsoft spokeswoman, pulling the plug on the iLoo. It certainly wasn't: but neither was it a hoax, as originally claimed. The UK division really was planning an internet-enabled portable toilet. When a brand was a burnt mark on a cow, everyone knew what it meant. Brand extension, which turns the company's identity into a mystical veil draped over all manner of objects, is hard to manage. Especially if your slogan is 'Where do you want to go today?'
Didier Rappaport's location-based app Happn focuses on chance encounters. Ooh la la.
Actions speak louder than 'thought leadership', says Robert Phillips.
TOMORROW'S JOBS: Make a mint from meat-free meat - and feed the world too.
UKIP is wrong - without foreigners, the UK's economy risks falling into the same sickly state as Japan's.
Facebook and Twitter might seem like free and easy advertising opportunities, but there are many potential pitfalls.
REVIEW: Wild Ride is a lively account of Uber's journey and its CEO Travis Kalanick, who has steered the company to global fame. But events are already overtaking the book...