To boost business in the afternoons, Starbucks is going national today with a promotion that offers cold 16-ounce drinks for $2 after 2 p.m. to people who bought something in the morning. Starbucks baristas will stamp a "treat receipt" on morning receipts. A cold 16-ounce beverage costs up to $4 in the U.S., meaning customers save up to $2 until Sept. 2. Starbucks has been testing the concept in Seattle, Miami and Chicago. In mid-July, it rolled out regional promotions that varied in scope and length. But customers have been demanding consistency in promotions, says Brad Stevens, Starbucks' vp of …

Nike has sued New Hampshire-based outdoor-sporting-goods retailer Eastern Mountain Sports, which does not sell any Nike clothing, for bidding on the term "Dri-Fit" in Google's advertising system. Dri-Fit is a trademark of Nike, but when a user clicks on an EMS ad after searching for the term, she is driven back to the retailer's web site, which displays other versions of wicking technology. As major marketers funnel more money into the $9 billion search-advertising category, many are increasingly sour about Google's policy to allow bidding on competitors' trademarks. The debate is part of a bigger branding battle marketers wage …

If you want to take a comfortable snooze on JetBlue Airways, you'll have to cough up $7 for a reusable 10-by-12 inch pillow and a fleece blanket in the future. JetBlue is putting a green spin on its move. "Replacing our old, recycled pillows and blankets with this state-of-the-art, high-quality take-home kit is an eco-conscious, health-conscious and customer-conscious decision," says Brett Muney, gm for product development. The packet also includes a $5 coupon for Bed Bath & Beyond, which offers travel pillows on its Web site that range from $3.99 for a cotton-polyester version to $79.99 for a Tempur-Pedic …

With the country's 2,200 local gymnastics clubs facing the double whammy of intense competition from sports like soccer and cheerleading and increased belt-tightening by families, USA Gymnastics' new campaign is designed to convince moms that the sport isn't just for those who go on to international fame and glory. The overall brand initiative is called "Begin Here. Go Anywhere" and includes print, radio and a Web site. In one ad, a five-year-old girl, arms stretched wide, walks on top of a concrete ledge. "Life needs balance," the ad reads. In another, a five-year-old boy hangs from a tree, riffing …

Marines have a long history of coming back from travels and conquests to tell stories to friends and family. From a MySpace page to its own branded social networking, the service is now using the power of social networking and viral communication to excite and engage a new generation of its target 18- to 25-year-old audience. The Marines launched Our.Marines.com last September, in conjunction with a series of nationwide recruitment events that feature Marines performing drills and marches in public spaces. The events are mapped out on the Web site and encourage people to attend the gatherings and sign …