"But Automaker, Goodby Confident It Will Resonate Like 'Got Milk?'" runs the tagline on Rich Thomaselli's story about the new theme "Chevy Runs Deep." Meanwhile, don't miss Karl Greenberg's sit-down with Chris Perry, Chevrolet's vp of marketing, and Jeff Goodby, co-chairman of Goodby Silverstein & Partners, in Marketing Daily this morning. They lay out the whole game plan for Brand Chevy.

Bruce Horovitz reports on some new, offbeat pop-up stores that are just as often opening for brand building as they are for profit. Harry & David is opening 16 pop-up "orchards" at urban sites for the holidays, for example. "It's not just about seasonal sales," says CEO Steve Heyer. "We want people to see that while we're true to the brand heritage, we're more relevant and contemporary." And in mid-November, Disney is opening a pop-up store in Culver City, Calif., for six weeks with high-end TRON:Legacy items such as $795 Jerome Rousseau shoes. "There's an instinct …

We swore off re-reporting on Holiday Inn's $1 billion makeover of its 3,400 hotels worldwide after it launched its $100-million "Stay You" campaign in spring. But Kris Hudson reports that it has a new way to re-grab our attention. It's redesigning and expanding its hotel bars to make them livelier "social hubs." The bars will be the center of several Holiday Inn services, including the restaurant, game room and business center. The chain is reacting to a study of 10,000 guests in six major cities that found that frequent customers -- mid-level road warrior types …

Barry Janoff sat down with Subway CMO Tony Pace in one of the chain's eateries in midtown Manhattan for a freewheeling and entertaining Q&A ranging from the behind-the-scenes skinny on Subway's support of Michael Phelps when other marketers were quick to drop him for being photographed with a bong to why Subway does not ID its athlete endorsers in its commercials. Pace also reveals how New York Jets fans (and a homeless guy) reacted to Jared Fogle even as Subway employees were oblivious to him, and shares the shocking news of which Subway sandwiches CC Sabathia, Tony Parker, …

Nestlé, which makes Hot Pockets and Häagen Dazs as Dan Mitchell pointedly points out, says it's creating Nestle Health Science S.A. and the Nestle Institute of Health Science because it wants to find "cost effective ways to prevent and treat acute and chronic diseases in the 21st century" and has identified "a new opportunity between food and pharma." "The company is leaving little room for interpretation here: It means to peddle processed food products as medicine," Mitchell writes. "That's not always a bad thing, but it usually is," he claims. POM Wonderful's claims that its studies …

Chuck Salter takes a fascinating look at how Livestrong CEO Doug Ulman and Austin-based Milkshake Media created the Livestrong brand out of a nondescript corner of the Lance Armstrong Foundation Web site -- the online resources center where people shared stories of their survival battles. "We thought they wanted medical resources," says Milkshake founder Kat Jones. "They wanted to talk about how cancer had changed their lives emotionally, physically, and practically." They looked for a name that would reflect a line -- "All I wanted to do was tell people to fight like hell" -- from Armstrong's …