Best Global Green Brands 2014

tech innovation

General Electric’s #NextList Takes on Technology in 2064

Posted by Sheila Shayon on August 19, 2014 06:09 PM

In 1964, famed scientist and author Isaac Asimov wrote an article for the New York Times predicting what technology would look like in 2014 following a visit to General Electric’s pavilion at the World’s Fair. And now, GE is celebrating Asimov's predictions like 3-D printing, connected cars and cordless electronics that have since come to fruition in a new digital campaign, #NextList

"The Next List represents the company’s major research and development focus areas across healthcare, energy, software and manufacturing and the breakthroughs coming out of our global research centers around the world," said Sydney Lestrud, GE’s manager of global digital marketing.Continue reading...

brand strategy

No Brands are Safe as Lafley Takes Apart P&G to Rebuild It

Posted by Dale Buss on August 19, 2014 04:39 PM

The first time around running Procter & Gamble, CEO A.G. Lafley was in an expansionary mindset that prompted the CPG giant to acquire Gillette, swoop up and deploy outside innovations such as the Crest Spinbrush, and beef up brand after brand and market after market to transform the company into a global consumer-good marketing juggernaut.

Not so much this time around. In his second turn as chief, Lafley is addressing questions about P&G's business model that are just as fundamental as during his first tenure. But the answers he's been coming up with are much less pleasant, as he forges a strategy based on cutting costs, reorganizing operations and shedding many of the 100 underperforming brands that he's currently reviewing as he tries to re-energize a company beaten down by the slow-growth economy and challenged as never before by CPG rivals. His idea is to turn fewer, better-performing brands into greater growth engines for the company.

News of possible gambits for Lafley, quite naturally, have been popping up since he announced the strategy earlier this month. Braun shavers—which just returned to TV thanks to a new partnership with the NFL—and Duracell batteries are the two largest assets likely to be divested, Reuters reported based on sources. Cheer and Era laundry detergent brands may also end up on the chopping block, the Wall Street Journal reported. Continue reading...

sporting brands

With Thursday Night Football, CBS Joins Brands Betting Bigger on NFL

Posted by Dale Buss on August 19, 2014 02:52 PM

In many ways the National Football League brand has become a 365-day-a-year enterprise. But there's still nothing for football fans like the traditional kickoff of the actual NFL season, which begins September 4 when the Green Bay Packers visit the Seattle Seahawks.

That means the NFL itself, and the increasing number of other brands that depend on its success, are about as keyed up right now as the kicking team getting ready to rush down the field to defend their first kickoff.

Arguably no brand has more at stake this NFL season than CBS, which paid the league handsomely to add a package of games under Thursday Night Football to complement the network's Sunday programming. CBS will begin on September 11 airing a package of eight games that it hopes to turn into a prime-time powerhouse much like ABC did with Monday Night Football decades ago. The league launched its Thursday-night broadcasts a few years ago by airing them only on the NFL Network.Continue reading...

bc q&a

History in the Making: 5 Questions with A+E's Dan Suratt on HISTORY's Planet H

Posted by Shirley Brady on August 19, 2014 01:33 PM

A+E Networks' HISTORY channel has launched a unique brand extension that taps today's technology to engage kids with the past. Planet H launched  earlier this month with two mobile games that will encourage learning through play.

The games, priced at $2.99 each and available on iOS, Android and Amazon's Kindle Fire platform, are the cable brand's first major attempt to fill a gaping hole in kid-sized historical content. Developed in partnership with RED Games, which has developed apps for other A+E Networks brands, the games allow young users to explore past empires and the American frontier on their mobile device of choice. 

"The idea to bring a younger audience to the HISTORY brand has been kicking around for years, but up until recently there's been nowhere for it to live," Dan Suratt, A+E’s EVP of digital media and brand and content licensing, told Ad Age. "Now we have all of these other platforms and devices that appeal to younger demos like tablets and smartphones that make it easy to reach these demos without making huge financial commitment."

brandchannel Editor-in-Chief Shirley Brady chatted with Suratt to talk Planet H, mobile-first branding and future brand extensions and experiences.Continue reading...

green shoots

Hold the Protest: Will Funny Greenpeace Ads Drive Amazon to #ClickClean?

Posted by Sheila Shayon on August 19, 2014 11:39 AM

Greenpeace’s latest campaign, #ClickClean, targets major tech players like Amazon and Twitter to source more of their energy from renewables such as solar, wind and hydro power.

Featuring musician/comedian Reggie Watts, Greenpeace launched ClickClean following its April report that showed which of the Internet’s biggest players are using dirty or clean energy. The activist group began addressing the cloud issue in 2012, challenging Apple, Microsoft and Amazon to power their data centers with renewable energy. Apple has since complied and is powering its iCloud with 100-percent renewable energy. Google, Facebook, Salesforce, Rackspace and Box also are taking actions to increase their green cred.

"We set out to develop a campaign that had humor at its core and that people would rally behind and share," said Mary Hanifin, executive producer from The VIA Agency that worked with Greenpeace, according to Fast Company. "Positive persuasion by numbers, you could say. Reggie’s unique brand of comedy, devoted following and ability to convey complex themes through humor made him a perfect fit."Continue reading...

brand news

Brand News: Google, Sprint, Ugg Australia and more

Posted by Dale Buss on August 19, 2014 09:32 AM

TOP STORIES

Google moves to target kids under 13 and builds its own content and services.

Saab owner seeks partner to secure brand's future.

Samsung buys US air-conditioner company Quietside in smart-home push.

Sprint dives into wireless-industry price war, as it promised, and rolls out new B2B brand, as owner SoftBank girds for US cellphone market.

Ugg launches first global brand campaign.

MORE BRAND NEWS

Aereo faces broadcaster opposition to a cable license.

Aeropostale names new CEO and promises narrower loss.

American Apparel narrows losses but troubles remain.

AstraZeneca says US clears it in heart-drug probe.

BlackBerry prepares for device-less future with formation of new business unit. 

Burger King gets pecked by tweets for Chicken Fries.

CBS goes big in promos for Thursday Night Football.Continue reading...

health matters

Intel On the Outside: New Partnerships Could Yield Future in Wearable Tech

Posted by Dale Buss on August 18, 2014 05:22 PM

Intel has been moving outside its core brand as the "Intel on the Inside" regime from the glory days of the PC has been dumped like a three-year-old laptop.

In just the last few days, the iconic microchip maker has announced partnerships to launch new health and lifestyle products with Michael J. Fox and 50 Cent. They're the biggest evidence yet of the strategy of CEO Brian Krzanich to make Intel a leader in the aborning "internet of things," especially wearables, and to continue to veer away from Intel's traditional dependence on chips for conventional computers.

Both moves put Intel into the mix with other tech brands that have been invading the lifestyle and health care spaces, especially Apple, which recently acquired the Beats By Dre brand and has indicated a greater interest in health-monitoring devices with its new HealthKit and rumored iWatch.Continue reading...

green shoots

Al Gore Turns to Social Media to Recruit New Army of Climate Warriors

Posted by Sheila Shayon on August 18, 2014 03:47 PM

Founder of the "inconvenient truth," former US Vice President and staunch environmentalist Al Gore is continuing his climate crusade on social media. His latest campaign, “Why? Why Not?” targets young people between the ages of 13 and 21 and enrolls them as advocates of the climate change movement. 

Part of the larger Climate Reality Project, Gore turned to WPP, the world's largest communications services group, to launch the campaign.  

“Our aim is to frame the problem in a simple, personal way, and to convince people that we cannot leave this to future generations to solve,” WPP group planning director Jon Steel said, according to Adweek

As part of the campaign, young adults are asked to submit a video via Instagram or YouTube that poses a “Why?” or “Why not?” question about climate change for the upcoming U.N. Climate Summit on September 23. Six individuals will be chosen to fly to New York for the summit and ask their questions in person.Continue reading...

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