Saturday, June 30, 2012

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Health care law survives _ with Roberts' help

Supporters of President Barack Obama's health care law celebrate outside the Supreme Court in Washington, Thursday, June 28, 2012, after the court's ruling. AP Photo/David Goldman)

Supporters of President Barack Obama's health care law celebrate outside the Supreme Court in Washington, Thursday, June 28, 2012, after the court's ruling. AP Photo/David Goldman)

FILE - This Oct. 8, 2010 file photo shows the justices of the U.S. Supreme Court at the Supreme Court in Washington. Seated from left are Associate Justices Clarence Thomas, and Antonin Scalia, Chief Justice John Roberts, Associate Justices Anthony M. Kennedy and Ruth Bader Ginsburg. Standing, from left are Associate Justices Sonia Sotomayor, Stephen Breyer, Samuel Alito Jr., and Elena Kagan. The Supreme Court on Thursday, June 28, 2012, upheld the individual insurance requirement at the heart of President Barack Obama's historic health care overhaul. (AP Photo/Pablo Martinez Monsivais, File)

Timeline of health care reform since

Steve Ciccarelli of Annandale, Va., right, a proponent of President Barack Obama's health care law, argues with opponent on the issue, Susan Clark, of Washington, outside the Supreme Court in Washington, Thursday, June 28, 2012, while awaiting the court's ruling on the law. (AP Photo/David Goldman)

Claire McAndrew of Washington, left, and Donny Kirsch of Washington, celebrate outside the Supreme Court in Washington, Thursday, June 28, 2012, after the courts's ruling on health care. (AP Photo/Evan Vucci)

WASHINGTON (AP) ? America's historic health care overhaul, certain now to touch virtually every citizen's life, narrowly survived an election-year battle at the Supreme Court Thursday with the improbable help of conservative Chief Justice John Roberts.

But the ruling, by a 5-4 vote, also gave Republicans unexpected ammunition to energize supporters for the fall campaign against President Barack Obama, the bill's champion ? and for next year's vigorous efforts to repeal the law as a new federal tax

Roberts' vote, along with those of the court's four liberal justices, preserved the largest expansion of the nation's social safety net in more than 45 years, including the hotly debated core requirement that nearly everyone have health insurance or pay a penalty. The aim is to extend coverage to more than 30 million people who now are uninsured

The decision meant the huge overhaul, still taking effect, could proceed and pick up momentum over the next several years, with an impact on the way that countless Americans receive and pay for their personal medical care.

The ruling handed Obama a campaign-season victory in rejecting arguments that Congress went too far in approving the plan. However, Republicans quickly indicated they would try to use the decision against him.

At the White House, Obama declared, "Whatever the politics, today's decision was a victory for people all over this country." Blocks away, GOP presidential candidate Mitt Romney renewed his criticism of the overhaul, calling it "bad law" and promising to work to repeal it if elected in November.

Demonstrators for and against the law crowded the grounds outside the Supreme Court Building on Capitol Hill as Roberts, sitting at the center of the nine black-robed justices inside, announced the decision to a packed courtroom.

Breaking with the other conservative justices, Roberts wrote the judgment that allows the law to go forward. He explained at length the court's view of the insurance mandate as a valid exercise of Congress' authority to "lay and collect taxes." The administration estimates that roughly 4 million people will pay the penalty rather than buy insurance.

Roberts, appointed by Republican President George W. Bush, opposed by young Sen. Barack Obama of Illinois and much-criticized by Democrats in recent years, sided with his court's liberals on a major case for the second time this week as the justices concluded their 2011-12 term.

On Monday, he had voted to invalidate parts of Arizona's tough crackdown on illegal immigrants.

In the health care case, Congress had referred to a penalty, not a tax, on people who don't obtain insurance. But Roberts said the court would not get hung up on labels. Among other indications it is a tax, Roberts said, "the payment is collected solely by the IRS through the normal means of taxation."

"Because the Constitution permits such a tax, it is not our role to forbid it, or to pass upon its wisdom or fairness," Roberts said.

Many Republicans oppose the law, arguing that it marks a government takeover of health care at the same time it curtails Medicare spending and raises taxes. They also point to studies that predict private employers will be forced to reduce or eliminate coverage and that the legislation will wind up costing far more than estimated, raising federal deficits as a result.

Stocks of hospital companies rose and some insurance companies fell after the ruling.

The decision should help hospitals by adding millions of people to the rolls of the insured, expanding the pool of health care consumers. But by the same reasoning, insurance companies will also gain millions of premium-paying customers.

The court found problems with the law's expansion of Medicaid, but even there it said the expansion could proceed as long as the federal government does not threaten to withhold states' entire Medicaid allotment if they don't take part.

Justices Stephen Breyer, Ruth Bader Ginsburg, Elena Kagan and Sonia Sotomayor joined Roberts in the outcome.

Justices Samuel Alito, Anthony Kennedy, Antonin Scalia and Clarence Thomas dissented.

Kennedy summarized the dissent in the courtroom. "In our view, the act before us is invalid in its entirety," he said.

The dissenters said in a joint statement that the law "exceeds federal power both in mandating the purchase of health insurance and in denying non-consenting states all Medicaid funding."

The justices rejected two of the administration's three arguments in support of the insurance requirement. Roberts agreed with his conservative colleagues that Congress lacks the power under the Constitution's commerce clause to put the mandate in place.

"The federal government does not have the power to order people to buy health insurance," he said in a part of his opinion that the liberal justices did not join. But his crucial bottom line was: "The federal government does have the power to impose a tax on those without health insurance."

In all, the justices spelled out their views in six opinions totaling 187 pages. Roberts, Kennedy and Ginsburg spent 51 minutes summarizing their views in the courtroom.

The legislation passed Congress in early 2010 after a monumental struggle in which all Republicans voted against it. House Majority Leader Eric Cantor, R-Va., said Thursday the House will vote July 11 on whether to repeal the law, though such efforts have virtually no chance in the Democratic-controlled Senate.

House Speaker John Boehner, R-Ohio, said the health care law makes it harder for small businesses to hire workers. "Today's ruling underscores the urgency of repealing this harmful law in its entirety," he said.

But Senate Majority Leader Harry Reid, D-Nev., heaped praise on the court's decision, and the 2010 law, in a Senate speech. "Passing the Affordable Care Act was the greatest single step in generations toward ensuring access to affordable, quality health care for every American, regardless of where they live or how much money they make," he said.

House Democratic Leader Nancy Pelosi cast the decision as vindication for her work to secure passage of the far-reaching legislation.

"This decision is a victory for the American people. With this ruling, Americans will benefit from critical patient protections, lower costs for the middle class, more coverage for families, and greater accountability for the insurance industry," Pelosi said.

After the ruling, Republican campaign strategists said Romney will use it to continue campaigning against "Obamacare" ? the name the GOP gave the plan In derision, though many Democrats now accept it ? and in attacking the president's signature health care program as a tax increase.

"Obama might have his law, but the GOP has a cause," said veteran campaign adviser Terry Holt. "This promises to galvanize Republican support around a repeal of what could well be called the largest tax increase in American history."

Democrats said Romney, who backed an individual health insurance mandate when he was Massachusetts governor, will have a hard time exploiting the ruling.

"Mitt Romney is the intellectual godfather of Obamacare," said Democratic consultant Jim Manley. "The bigger issue is the rising cost of health care, and this bill is designed to deal with it."

Ginsburg, an appointee of Democratic President Bill Clinton, said in her opinion that "Congress followed Massachusetts' lead."

More than eight in 10 Americans already have health insurance. But for most of the 50 million who are uninsured, the ruling offers the promise of guaranteed coverage at affordable prices. Lower-income and many middle-class families will be eligible for subsidies to help pay premiums starting in 2014.

There's also an added safety net for all Americans, insured and uninsured. Starting in 2014, insurance companies will not be able to deny coverage for medical treatment, nor can they charge more to people with health problems. Those protections, now standard in most big employer plans, will be available to all, including people who get laid off, or leave a corporate job to launch their own small business.

Seniors also benefit from the law through better Medicare coverage for those with high prescription costs, and no copayments for preventive care. But hospitals, nursing homes, and many other service providers may struggle once the Medicare cuts used to finance the law really start to bite.

Illegal immigrants are not entitled to the new insurance coverage under the law, and will remain one of the biggest groups uninsured.

Obama's law is by no means the last word on health care. Experts expect costs to keep rising, meaning that lawmakers will have to revisit the issue perhaps as early as next year, when federal budget woes will force them to confront painful options for Medicare and Medicaid, the giant federal programs that cover seniors, the disabled, and low-income people.

The health care overhaul focus will now quickly shift from Washington to state capitals. Only 14 states, plus Washington, D.C., have adopted plans to set up the new health insurance markets called for under the law. Called exchanges, the new markets are supposed to be up and running on Jan. 1, 2014. People buying coverage individually, as well as small businesses, will be able to shop for private coverage from a range of competing insurers.

Most Republican-led states, including large ones such as Texas and Florida, have been counting on the law to be overturned and have failed to do the considerable spade work needed to set up exchanges. There's a real question about whether they can meet the deadline, and if they don't, Washington will step in and run their exchanges for them.

In contrast to the states, health insurance companies, major employers, and big hospital systems are among the best prepared. Many of the changes called for in the law were already being demanded by employers trying to get better value for their private health insurance dollars.

"The main driver here is financial," said Dr. Toby Cosgrove, CEO of the Cleveland Clinic, which has pioneered some of the changes. "The factors driving health care reform are not new, and they are not going to go away."

The Medicaid expansion would cover an estimated 17 million people who earn too much to qualify for assistance but not enough to afford insurance. The federal and state governments share the cost, and Washington regularly imposes conditions on the states in exchange for money.

Roberts said Congress' ability to impose those conditions has its limits. "In this case, the financial 'inducement' Congress has chosen is much more than 'relatively mild encouragement' ? it is a gun to the head," he said.

The law says the Health and Human Services Department can withhold a state's entire Medicaid allotment if the state doesn't comply with the health care law's Medicaid provisions.

Even while ruling out that level of coercion, however, Roberts said nothing prevents the federal government from offering money to accomplish the expansion and withholding that money from states that don't meet certain conditions.

"What Congress is not free to do is to penalize states that choose not to participate in that new program by taking away their existing Medicaid funding," he said.

Ginsburg said the court should have upheld the entire law as written without forcing any changes in the Medicaid provision. She said Congress' constitutional authority to regulate interstate commerce supports the individual mandate. She warned that the legal reasoning, even though the law was upheld, could cause trouble in future cases.

"So in the end, the Affordable Health Care Act survives largely unscathed. But the court's commerce clause and spending clause jurisprudence has been set awry. My expectation is that the setbacks will be temporary blips, not permanent obstructions," Ginsburg said in a statement she, too, read from the bench.

In the courtroom Thursday were retired Justice John Paul Stevens and the wives of Roberts, Alito, Breyer, Kennedy and Thomas.

__

Associated Press writers Ricardo Alonso-Zaldivar, Charles Babington, Jessica Gresko, Jesse J. Holland and David Espo contributed to this report.

___

Online:

http://hosted.ap.org/interactives/2012/healthcare

Associated Press

Source: http://hosted2.ap.org/APDEFAULT/89ae8247abe8493fae24405546e9a1aa/Article_2012-06-28-Supreme%20Court-Health%20Care/id-1a56ad92a5d443eca49c83a41b0830d8

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Friday, June 29, 2012

London shares close lower as EU leaders meet

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Source: http://news.yahoo.com/london-shares-close-lower-eu-leaders-meet-162835692.html

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Bone-eating worms drill with acid

Deep sea worms use acid to eat the bones of seabed skeletons, according to US scientists.

The so-called "zombie worms" of the Osedax family are known to bore into bones and remove nutrients.

Fresh analysis of the root-like tissues the worms use to attach to bones has identified acid-secreting enzymes.

Until now scientists did not understand how the tiny creatures fed on bone, as they lack the body parts needed to "drill" physically.

Dr Sigrid Katz from the Scripps Institution of Oceanography, University of California, San Diego will present the team's research at the Society for Experimental Biology's annual conference.

Continue reading the main story

Worms' world:

  • Osedax are types of segmented worms (like earthworms and ragworms) in the Polychaeta group.
  • Polychaete worms are mainly marine-living and are more commonly known as bristle worms.
  • They can range in size from 1mm up to an astonishing 3m.
  • Some of the most recognisable of these worms are the Christmas tree worms, named for their conical, spiky resemblance.

Found at the bottom of the sea living on the fallen skeletons of whales and fish, the unusual group of worms have caused fascination since their "accidental" discovery in 2002 by the Monterey Bay Aquarium Research Institute (MBARI).

The MBARI team provided the whale bones and specimens used by Dr Katz and her colleagues.

Scientists were perplexed when they only discovered females but further investigation revealed that the males remained in their microscopic larval stage, living inside the female worms.

The unusual group's name Osedax is Latin for "bone devourer", and the worms have no mouth, gut or anus yet are still able to remove nutrients from bones.

Previous studies have revealed that symbiotic bacteria inside the worms digest the fats and oils extracted, but the question of how the worms physically bore into the bones had been a mystery.

Close analysis of the worms failed to find any abrasive structures the worms could use to mechanically "drill" into bone.

This prompted Dr Katz and colleagues to investigate whether the worms had a chemical strategy for penetrating the bones.

By analysing the worms' tissues, the team found that acid-secreting enzymes were abundant in the root-like parts that attach to bones.

"The acid is secreted through the skin of the roots region," said Dr Katz.

"The skin cells in this region are very long cells and the upper end has lots of [microscopic protrusions, which] enlarge the surface multiple times, so lots of acid can be secreted," she explained.

Seventeen species of the worms have been recorded worldwide, including in the North Atlantic ocean off the coast of Sweden, and the Pacific Ocean off the coasts of Japan and California.

Last year BBC Nature reported that traces of the worm have also been discovered in a fossil from the Mediterranean Sea.

Dr Katz said she hoped her discovery would help scientists to unravel the "mysterious lifestyle" of the worms.

"In the past 10 years we have learned a lot more about them, but there are also still a lot of questions to answer on their physiology and especially about nutrition, nutrient uptake and host-symbiont interactions," she told BBC Nature.

"The fact that we now know how they penetrate the bone is one step in understanding the functioning of this symbiosis."

Source: http://www.bbc.co.uk/nature/18594493

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Google releases Chrome for iPhone, iPad

Google Chrome

The logo for Google's Chrome browser. (Handout / June 28, 2012)

1:10 p.m. CDT, June 28, 2012

Associated Press reports: Google on Thursday released a version of its Chrome browser that can be used on the Apple iPhone and iPad.

Get the full story: news.yahoo.com

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Thursday, June 28, 2012

Interacting mutations promote diversity

Thursday, June 28, 2012

\Genetic diversity arises through the interplay of mutation, selection and genetic drift. In most scientific models, mutants have a fitness value which remains constant throughout. Based on this value, they compete with other types in the population and either die out or become established. However, evolutionary game theory considers constant fitness values to be a special case. It holds that the fitness of a mutation also depends on the frequency of the mutation. Scientists from the Max Planck Institute for Evolutionary Biology in Pl?n and the University of British Columbia in Vancouver developed a model to address the scenario of mutations being frequency-dependent but having random fitness parameters. The results demonstrate that the dynamics that arise in random mutants increase the genetic diversity within a population. Fitness, though, may even decline.

Population geneticists generally study mutations with constant fitness values. However, frequency-dependent selection is a recurrent theme in evolution: it enables the evolution of new species without geographical separation (sympatric speciation) or a relatively rapid change in the immune system of a population.

A mutation may be advantageous for low frequencies, for instance, but the fitness of the mutant decreases with rising frequency. A reverse trend in the fitness value is also conceivable. "Our computer model combines aspects of population genetics and evolutionary game theory in order to obtain a new perspective on genetic evolution," says Arne Traulsen from the Max Planck Institute for Evolutionary Biology. Whereas mutations have a random yet fixed fitness value in many mathematical models, this new model also enables a change in random fitness values with the frequency of the different types.

The results of the simulations show that frequency-dependent selection leads to higher genetic diversity within a population of individuals even though diversity per se is not favoured. The interaction of different mutations and the emergence of new mutants support the development of dynamic diversity in the population. One mutant does not always need to replace all other mutations or the original population. "It is possible for different mutations to exist in parallel such that a new mutant does not to completely replace the residents," says Weini Huang, lead author of the study. What is particularly interesting is the fact that diversity in this model remains naturally limited.

Fitness, on the other hand, does not necessarily rise with frequency-dependent selection in contrast to constant selection. By way of example, a mutation may arise within cells which halts the production of substances that are passed on to other cells. This can initially be advantageous; however, if it reaches fixation, the average fitness of the cell population declines. Advantageous mutations can thereby be lost and deleterious ones become established.

###

Max-Planck-Gesellschaft: http://www.mpg.de

Thanks to Max-Planck-Gesellschaft for this article.

This press release was posted to serve as a topic for discussion. Please comment below. We try our best to only post press releases that are associated with peer reviewed scientific literature. Critical discussions of the research are appreciated. If you need help finding a link to the original article, please contact us on twitter or via e-mail.

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As Elephant Poaching Climbs, Gabon Plans to Burn Its Ivory

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Social Media Marketing Shapes Far better Search Engine ...

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Wednesday, June 27, 2012

Obama prepping legion of lawyers for election

OLYMPIA, Wash. (AP) ? President Barack Obama's campaign has recruited a legion of lawyers to be on standby for this year's election as legal disputes surrounding the voting process escalate.

Thousands of attorneys and support staffers have agreed to aid in the effort, providing a mass of legal support that appears to be unrivaled by Republicans or precedent. Obama's campaign says it is particularly concerned about the implementation of new voter ID laws across the country, the possibility of anti-fraud activists challenging legitimate voters and the handling of voter registrations in the most competitive states.

Republicans are building their own legal teams for the election. They say they're focused on preventing fraud ? making sure people don't vote unless they're eligible ? rather than turning away qualified voters.

Since the disputed 2000 presidential election, both parties have increasingly concentrated on building legal teams ? including high-priced lawyers who are well-known in political circles ? for the Election Day run-up. The Bush-Gore election demonstrated to both sides the importance of every vote and the fact that the rules for voting and counting might actually determine the outcome. The Florida count in 2000 was decided by just 537 votes and ultimately landed in the Supreme Court.

This year in that state alone, Obama and his Democratic allies are poised to have thousands of lawyers ready for the election and hope to have more than the 5,800 attorneys available four years ago. That figure was nearly twice the 3,200 lawyers the Democrats had at their disposal in 2004.

Romney has been organizing his own legal help for the election. Campaign attorney Ben Ginsberg did not provide numbers but said the campaign has been gratified by the "overwhelming number of attorneys who have volunteered to assist."

"We will have enough lawyers to handle all situations that arise," he said.

The GOP doesn't necessarily need to have a numerical counterweight to Obama's attorneys; the 2000 election showed that experienced, connected lawyers on either side can be effective in court.

Former White House counsel Robert Bauer, who is organizing the Obama campaign's legal deployment, said there is great concern this year because he believes GOP leaders around the county have pursued new laws to impede the right to vote.

"The Republican Party and their allies have mapped out their vote suppression campaign as a response to our success in 2008 with grass-roots organization and successful turnout," Bauer said. "This is their response to defeat: changing the rules of participation so that fewer participate."

Several states with Republican leaders have recently pursued changes that could make voting more difficult, including key states such as Florida and Ohio, despite objections from voting rights groups that believe that the laws could suppress votes from low-income and minority blocs.

Republicans dispute that the laws are political, pointing to cases of election fraud and arguing that measures like those requiring voters to show identification are simply common sense. Pennsylvania's Republican House majority leader, Mike Turzai, however, told GOP supporters over the weekend that the state's new ID law "is going to allow Governor Romney to win the state of Pennsylvania."

Independent from the Romney team, a conservative group is prepping an Election Day team of its own to combat possible fraud.

Catherine Engelbrecht, president and founder of True the Vote, said the organization hopes to train and mobilize up to one million volunteers this year, many of them to serve poll watchers. One of the group's main initiatives is to "aggressively pursue fraud reports."

"Being a poll watcher is an age-old tradition and we're fortunate that so many volunteers are ready and willing to take a day off, learn what they need to know and help out at the polls," Engelbrecht said. True the Vote already has thousands signed up to help and had 500 trained election workers monitoring the Wisconsin recall vote earlier this month.

"They serve as volunteer guardians of the republic, to ensure that procedures at the polls are in keeping with state law," she said.

It's one of the efforts that have Obama's team fretting. The Democrats fear that anti-fraud activity could get out of hand, with vigilante poll watchers targeting and intimidating voters who may not know their rights.

"We will have the strategy and the resources to address the threat and protect the voter," Bauer said.

The Obama-aligned attorneys, most of whom are not election experts by trade, undergo training and have materials to show them how to help at the polls on Election Day.

Charles Lichtman, who is helping advise the effort in Florida this year after leading it in the last two cycles, first created the Florida Democratic Lawyers Council after the 2000 election, vowing that there would never be a repeat of that disputed vote. He contends Democrat Al Gore would have won the presidency over Republican George W. Bush if a similar legal infrastructure had been in place then.

Lichtman's efforts have since been replicated for other states. He said that is vital to provide voter protection.

"My experience has been that, in every election, the other side has taken drastic measures to try to suppress the vote," Lichtman said. The volunteer organization has not been involved in the 2012 legal disputes so far, though they are monitoring the developments.

Four years ago, the teams of lawyers organized by Obama and Republican candidate John McCain in 2008 went largely unused since the election wasn't very close.

But this year may be different given all the changes to voting laws ? and the closeness of the race in recent polling.

The states with the strictest ID laws require voters to show photo identification before casting ballots. If they don't have proper identification or fail to bring it, they can cast a provisional ballot but must later go to meet with state elections administrators to sort things out before the ballot is counted.

Voting groups see a variety of potential problems, such as how voters are informed of the rule changes, how poll workers handle voters who fail to bring IDs and whether voters are provided adequate notice of the steps they need to take after casting an absentee ballot.

About 30 states have some form of an ID law, with varying methods of implementation.

Legal challenges typically start coming in the weeks before the election, but "litigation has started coming sooner and more vociferously" this year, says Edward Foley, an elections law expert with Ohio State University. That includes lawsuits surrounding Florida's plan to purge ineligible voters from the rolls.

Foley said. "We're in an era of increased litigiousness over the voting process."

He said lawsuits after Election Day may occur only if votes in a battleground state are within the "margin of litigation." That would probably be a difference of just hundreds of votes, a result that would be rare.

___

Associated Press writer Mike Baker can be reached on Facebook: http://on.fb.me/HiPpEV

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Tuesday, June 26, 2012

Facebook pulls new 'Find Friends Nearby' feature

18 hrs.

Over the weekend, Facebook added a?stalkerish feature called "Find Friends Nearby" to its mobile website; on Monday, it was gone.

"Find Friends Nearby" let users of iOS and Android devices locate BFFs ??and perhaps nBFFs (never BFFs) ? ?who were within geographic?range. A great feature for someone you like; for someone you don't, not so much.

The add-on was part of Facebook's efforts to bolster its mobile offerings, including bringing?in more revenue, something the social network is?trying to figure out how to?achieve.

But on Monday, the feature could not be accessed.

Msnbc.com contacted Facebook about the "Find Friends Nearby" pullback.

?A spokesperson for the social network said the program was not a "formal release."

"This was something that a few engineers were testing. With all tests, some get released as full products, others don't. Nothing more to say on this for now ? we'll communicate to everyone when there is something to say."

Facebook engineer Ryan Patterson told Tech Crunch over the weekend that he built "Find Friends Nearby" ? originally called "Friendshake" ??with another engineer as part of a?hackathon.

Patterson said he saw the "ideal use case" for the product as "one where when you?re out with a group of people whom you?ve recently met and want to stay in contact with," a kind of "really easy way to exchange contact information with multiple people with minimal friction."

Check out Technolog, Gadgetbox, Digital Life and In-Game on?Facebook,?and on Twitter, follow Suzanne Choney.

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How To Create A Successful Branding Strategy | Tanya Smith Online

branding How To Create A Successful Branding Strategy The right business branding strategies could spell real success for your business. What convinces people to invest in you or your products or services is how well they know, like, and trust you ?? branding positions you for this.

What is a Branding Strategy?

Now hear me on this, a brand is not just about your logo or a name, it represents your complete business identity. It is an essential part of the startup process for any business.? And if you?re already established without an intentional strategy, it?s time to get one in place.

Having branding strategies can provide the fundamental steps and it will help identify the most valuable tools to create a powerful business brand. In general terms, a strong brand is one that people recognize and believe to deliver quality. Have you ever found yourself at the store choosing one product over the other because it is the more recognized or trusted brand?? I know I do.? For example, there is a certain type of soap I always buy because I have come to expect it keeps my skin moisturized, smells great, and doesn?t melt in the shower.? I know when I see the box on the shelf that it?s the brand I recognize and trust.

Recently, I did a survey and one of the comments was this:

??what I see always is your name and that spells ?quality??

That?s the kind of response that shows your branding is on the right track.

It is a branding strategy?s objective to identify what could turn your business into a trusted brand name. How do you influence people to trust your brand and its reputation? What should you do to communicate the objective and mission of your company? What is the message you are trying to send out to produce loyal, ideal customers? A sound business branding strategy will aim to find answers to these questions so you can establish a brand for your company that would excel in the market.

Creating Your Business Name, Logo, or Website

Coming up with a name for your business goes hand in hand with creating a logo that will identify your company. When it comes to logos, always opt for something that represents you in a unique way. Logos will be used over and over again in your advertising and marketing campaigns, so it must be easy to recognize.

For starters, think of a logo that will readily connect with consumers about the nature of your business. Choose images that are associated with your business and perhaps the products they represent.

TOOL ALERT:? One of my favorite logo creators?? Try Logonerds (this is my affiliate link, and I use them for almost everything).

Coming Up With Slogan or Tagline

Once you have the logo you want, think of a slogan that will reinforce the message you are trying to communicate to your market. As long as you keep this part brief and straightforward, then this can be an effective branding tool for your business. The tagline canserve as an additional touchpoint connecting to the main message you are trying to deliver.? The more connected the message, the more likely you get the edge over your competitors.? Use this to highlight the unique experience or service that customers will be able to have with you.

One advantage that you can have by including a tagline is that it is not permanent, unlike the logo. So if your company later decides to employ a new marketing strategy, you can readily adapt your tagline to highlight this new marketing plan.

Applying Colors and Images

As with logos, colors and images can be used to establish the identity of your business. Colors depict a corresponding set of emotions as well.? So you need to carefully pick out exactly what type of color you are going to use in your logo so it is aligned with the image and personality of your business. Try to conduct a little bit of research about the different qualities of color types so you can determine exactly what best to use for your company.

Integrating Differentiators In Your Services

When communicating your company branding strategy into the market, highlight the services that only you can offer. If you can guarantee a service that none of your competition can, then you create a differentiator that draws more people into your business. An example of this would be a time guarantee on your delivery services, if you?re in the graphic design business.

Learning how to effectively employ these key business branding strategies will help boost your company?s marketing efforts and get you that much closer to the success you want.

Branding

Related terms: Definition of Branding, Product Branding, Human Branding, Body Branding, Branding and Marketing, Branding Yourself, Branding Tattoos, Branding Symbols

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Rescue efforts stopped in Canada mall collapse

Local residents react to the news that authorities have called off a rescue bid at the site of the collapsed roof of the Algo Centre Mall in Elliot Lake, Ontario, on Monday June 25, 2012. The threat of another collapse at the mall forced rescue crews to abandon their search for possible survivors despite recent signs of life, officials said Monday, days after a falling portion of the structure?s roof killed at least one person. The collapse on Saturday afternoon also left at least one other person trapped. (AP Photo/The Canadian Press, Chris Young)

Local residents react to the news that authorities have called off a rescue bid at the site of the collapsed roof of the Algo Centre Mall in Elliot Lake, Ontario, on Monday June 25, 2012. The threat of another collapse at the mall forced rescue crews to abandon their search for possible survivors despite recent signs of life, officials said Monday, days after a falling portion of the structure?s roof killed at least one person. The collapse on Saturday afternoon also left at least one other person trapped. (AP Photo/The Canadian Press, Chris Young)

Well wishers leave candles at a vigil as rescue workers continue attempts to secure the building before searching for any survivors at the site of the collapsed roof of the Algo Centre Mall in Elliot Lake, Ontario on Monday June 25, 2012. (AP Photo/ THE CANADIAN PRESS,Chris Young)

Rescue workers cut timber as attempts continue to secure the building before searching for any survivors at the site of the collapsed roof of the Algo Centre Mall in Elliot Lake, Ontario on Monday June 25, 2012. (AP Photo/The Canadian Press, Chris Young)

A woman checks out the damage after a roof collapsed at the Algo Centre Mall in Elliot Lake, Ontario, Saturday, June 23, 2012. The partial collapse prompted a local state of emergency and a search for anyone who might have been injured in the cave-in. (AP Photo/The Canadian Press, Cora Richer)

A woman checks out the damage after a roof collapsed at the Algo Centre Mall in Elliot Lake, Ontario, Saturday, June 23, 2012. The partial collapse prompted a local state of emergency and a search for anyone who might have been injured in the cave-in. (AP Photo/The Canadian Press, Cora Richer)

(AP) ? The threat of another collapse at a shopping mall in Northern Ontario forced rescue crews to abandon their search for possible survivors despite signs of life, officials said Monday, two days after part of the roof caved in and killed at least one person.

Rescuers determined someone in the debris was breathing as of 4 a.m. Monday, but the building is "totally unsafe" and could collapse at any time, said Bill Needles, a spokesman from the Heavy Urban Search and Rescue team.

Rhonda Bear, the mall's manager, said the mall's owners are pleading with officials to continue the search or allowed other trained personnel who are willing to continue. Bear said the mall's owners have lawyers who will try for a court injunction against the decision to stop the rescue.

Residents of the former mining hub questioned how officials could leave the person behind, saying abandoning trapped comrades would be unthinkable in miners' culture.

"Rescue missions never end, save our families, save our friends," chanted dozens of protesters outside city hall. Some suggested that volunteer mine workers should take up the rescue effort themselves.

Needles earlier confirmed one person had died and said crews used a remote device called the life detector to determine a person was breathing as of 4 a.m. Monday. He said the dead person is the same one whose hand and foot were visible in images captured by a remote camera on Sunday.

"Our team is certainly not happy. I'm not happy, nobody's happy that we have to stop work, but that's unfortunately the way that we've had to end this situation," Needles said.

At least 22 people suffered minor injuries in the collapse at the Algo Centre Mall in Elliot Lake when a portion of the roof that serves as a parking area crumbled into an area near the mall's food court.

Ontario Provincial Police Insp. Percy Jollymore said officers are still trying to determine how many others are missing. A list of names submitted by citizens has been fluctuating dramatically since the accident, he said, but two names have remained constant.

"We do have two names of people who are known to be in the mall," Jollymore said. "Their names have never disappeared on the list."

Needles said local officials will resume control of the site, which is under investigation by the Ontario Ministry of Labor. Ministry officials will issue an order for at least part of the mall to be demolished, he added.

Two kiosks selling lottery tickets, cigarettes and magazines were located in the area where the roof caved in and were open before the roof collapse, eyewitnesses said.

The collapse left behind a gaping hole which was 12 meters (39 feet) by 24 meters (79 feet).

Some residents said the building was much in need of repairs, and officials from the Ontario Ministry of Labour had previously visited the mall because of complaints of water leaks. Mayor Rick Hamilton declined comment on the leaks.

"The mall's always had leaks (and) roof damage," said Jean-Marc Hayward, who was in the mall at the time of the collapse.

The ceiling of the mall always dripped when it rained, he said.

____

Associated Press Writer Rob Gillies in Toronto contributed to this report.

Associated Press

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Wildfires leave Colorado tourism high and dry

More than 11,000 residents in Colorado were ordered to evacuate their homes as more than 700 firefighters fought flames. NBC's Michelle Franzen reports.

By Jack Chesnutt
NBC News

FORT COLLINS, Colo. -- ?After two weeks of around-the-clock work, firefighters are starting to gain the upper hand on the High Park fire near Fort Collins, Colo. But even as some of the residents are allowed to return to their homes, there is another casualty from the 100-square-mile blaze: Northern Colorado?s annual influx of summer visitors seeking clean air and whitewater rivers.

Jim Clark, executive director of the Ft. Collins Convention and Visitors Bureau, can see a smoky haze over the Roosevelt National Forest from his location downtown.

?The bad news is...we?re known for our outdoor recreation," he said. "A lot of that at the present time is closed.?

Clark?s office is handling many out-of-state calls from people who have questions about the smoke from the fire.? For the past several?weeks?the Colorado Department of Public Health has issued air quality health alerts because of the dense smoke along a 200-mile corridor from Colorado Springs in the south up to the Wyoming border. This week, the smoke has been less of an issue.

?We have lots of things for them in town -- breweries, shops ... everything is still open," Clark said. "But, there are some folks who would have visited us that probably will stay away.?

Over the weekend, new flames near Colorado Springs forced thousands to evacuate -- one of several fires emptying campgrounds and hotels across the parched state.?

Clark says it will be weeks or even months before any hard numbers are available to calculate the loss of visitors due to the fire.

Rafting companies high and dry

The losses have already started for Pat Legel, owner of Wanderlust Adventure Rafting in Bellevue, Colo. Legel has spent what should have been a busy start to the rafting season dusting off his rafts and life jackets. ?This is historical. This is the longest we?ve been out of business.?

Legel?s company offers trips down the Cache la Poudre River, one of the most popular whitewater rivers in Colorado. The fire has cut off access to the river where it runs through the burn zone. Wanderlust is one of six local outfitters which have suspended rafting on the Poudre since June 9.

Legel said his heart goes out to the more than 200 residents who have lost their homes to the fire.? But, for his business, the hardest part is making the daily calls to customers to let them know the river canyon is closed and to arrange refunds on their rafting fees.

?It?ll be a survival season, if we can get back some time early July. If not, we?ll have to maybe lay some people off and get a loan to carry us through next year.?

Legel started the company in 1982. He?s now 65.

"I don?t think I will see the landscape along the river recover in my lifetime,? he said.?

Tourists changing plans

Jane Servi had house guests for the weekend at her Larimer County home and had to?scramble to make new plans for weekend activities. ?She was looking forward to showing the visitors from Boston a Colorado whitewater adventure. But her Poudre River rafting trip was one of hundreds cancelled by the fire. Eventually she found an alternative rafting location nearly 70 miles away.?It was disappointing, she said, but she's more concerned "about the people who are up there whose houses have been destroyed, and people who have been displaced."

Last week "NBC Nightly News" found Grant Houx, owner of St. Peter?s Fly shop in Fort Collins, standing thigh-deep in the Poudre River about 10 miles downstream from the fire. He was whipping a seven-foot-long fly rod through air that tastes like smoke. The water runs clear and cool here, for now. But when late summer rains come, the soot, ash and charred underbrush from 70,000 scorched acres will wash down the Poudre and smaller streams like a black tide.? Not good for trout and other native fish.

?'Concern? is one word. We don?t know exactly what the effects of that soot will be,? he said.?

Houx?s fishing guide service has had ?a few? fire-related cancellations. He explains that fishing is still good on several other rivers in the area unaffected by the fire.

Fires of 2012 follow record year for Colorado tourism?

According to the Colorado Tourism Office, 59.7 million visitors came to the state in 2011. They spent $10.7 billion. Larimer County, where the High Park Fire continues to burn, represents 2.7 percent of statewide visitor spending.

Colorado Tourism Office chief Al White says statewide reservations are up ?double-digits over last summer? but acknowledges the impact of the fires in northern Colorado and Fort Collins. The hope is that tourists understand that even a 100 square mile fire represents less than one tenth of one percent of the state of Colorado.

?The High Park fire is a tragedy, but there is still a lot to see and do in Colorado," White said. "And for now, people are still making plans to come here.?

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