CNBC sports business reporter Darren Rovell got his hands on a confidential document that suggests that Tiger Woods personally lost somewhere between $23 to $30 million in endorsements last year in the wake of the scandal caused by his philandering ways. He arrives at this number after reviewing a document that details the revenue of sports management company IMG, which represents Woods, and back-calculating Woods' take from IMG's presumed 15% to 20% commission on the deals it brings in. The document was used to raise between $300 and $350 million to refinance current debt and pay for new …

Allen Adamson, managing director of the New York office of Landor Associates, isn't at all surprised that companies such as Jantzen and L.L. Bean are bringing back styles from the 1950s and 1960s, or that Kellogg is using a vintage Normal Rockwell illustration for its Corn Flakes. When the going gets tough, after all, the hard hit get to reminiscing about how good it was back in the day. "Nostalgia has always has been a coping mechanism for consumers," he writes. "When the markets, governments and other major institutions fail to deliver the feel-good goods, consumers turn to …

Both Coca-Cola and PepsiCo are using Stickybits, a mobile app that allows marketers to transmit digital information to users who scan a barcode, reports Noreen O'Leary. A shopper who scans a bag of Lay's potato chips, for example, can learn about the brand's partnership with local farmers. Some observers see unlimited potential for the technology to open up a new communication mode. "Everything we interact with in the physical world can now be part of conversational media," says Bonin Bough, director of social media at PepsiCo. "Someone can scan in the U.S. and someone can scan in Asia …

Are you, Ms. or Mr. Major Marketer, teaching your customers to whine? That's the question Michael Bush poses this morning after surveying the social networking scene and wondering whether it's such a good idea to respond so rapidly to complaints posted to, say, Twitter, while giving the voice-jail run-around to just plain folk who call your customer service number. "The consumer sees two completely different faces and, ultimately that kills credibility, erodes equity and more," says Pete Blackshaw, exec vp of Nielsen Online Digital Strategic Services. "Marketers are setting sky-high expectations with consumers about listening, engagement, and the …

Eric Foss, the PepsiCo's North American bottling business chief who has been picking the brains of retailers on a 100-day tour of his nationwide territory, says they'd like to run more promotions that combine PepsiCo products, such as displaying six packs of Pepsi and bags of Doritos tortilla chips side by side, and offering discounts for purchasing them together, Anjali Cordero reports. Better yet if they are customized. "Our [retail] customers really want to be able to differentiate themselves from their competitors," says Foss. Cordero reports that other major marketers, such as Hershey and Campbell Soup, are also working …

"Like any retro brand seeking to relaunch, Devo updated its tone and look with market research that tapped focus groups, social media and crowdsourcing to help stage their comeback," Shirley Brady reports.