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To: John F Beule who wrote (13691)	8/7/2000 2:35:39 PM
From: John F Beule	Respond to of 60323

From RedHerring.com: Gadget glitz LOS ANGELES -- The entertainment industry is excellent at creating pervasive consumer brands: MTV. Star Wars. Pokemon. These brands have enormous value, that often extends far beyond the original creative concept. One man who's used to riding these entertainment brands, and applying them to technology, is Satjiv Chahil, now chief marketing officer for Palm. At Apple, Satjiv attached a Powerbook television campaign to the first Mission Impossible movie; he did the same thing with a Sony notebook and Godzilla ("Size does matter"). And on Tuesday at our Herring on Hollywood conference, he revealed his newest cross-branding campaign, the special-edition Claudia Schiffer model of the Palm Vx (Claudia even made an appearance). What's special about this? Nothing about the product; the only differentiator is the color of the case. But making a handheld gadget a fashion accessory and attaching a successful celebrity brand to it cleverly diverts attention from the product itself to the case that holds it. How Hollywood! In addition to Schiffer edition Vx, Palm on Monday is announcing the new entry-level $149 m100, as well as the Palm VIIx (more memory). An upcoming kit will also let other Pilots use cellular phones to connect to Palm's Web clipping service.