Don't be so enamored by a scintillating story that you forget to consider the fundamentals like marketability and profitability, and the likelihood of both in the future.

Gold Peak tea, Powerade sports drink, Minute Maid juice, Schweppes ginger ale, and Dasani water are just some of ... With its name, colors, and trademarked logo now regularly emblazoned on ...

The White House, through an outside event production company called Harbinger, is soliciting corporate sponsors for this year ...

The sponsorship offers range from $75,000 to $200,000, with the promise of logo and branding opportunities ... to tell Coca-Cola that thousands of Dasani water bottles donated for the event ...

Then there was the aftermath of Dasani’s “initial launch” in the U.K. In March of 2004, major British news corporations began ...