tech style

Athos, Ralph Lauren Up the Ante on Wearable Technology

Posted by Tom Shanahan on October 24, 2014 02:12 PM

Wearables, wearables, wearables.

They’re everywhere, yes. And now that Apple’s jumped on board and wearable tech was a all the rage at last month's New York Fashion Week, it’s certain the craze will continue, and perhaps morph from a craze to a way of life.

Technology companies are now expected to build products that seamlessly fit into our lives: make them smaller, give them straps, attach them to faces and so on. But what if you don’t want to look like you’re wearing technology? What if you want the technology, but not at the expense of style?

Luckily, there are a few brands leading the charge, not by building technology first, then thinking of a way to wear it, but about design a great piece of clothing, then creating the technology to go with.Continue reading...

branded entertainment

Branded Entertainment Watch: Air New Zealand and Virgin Airlines Take Off

Posted by Abe Sauer on October 24, 2014 01:21 PM

The Pitch: "The Most Epic Safety Video Ever Made" for Air New Zealand 

The Plot: The stars and director of Peter Jackson's The Hobbit trilogy finale talk safety for passengers of Air New Zealand.

The Verdict: Air New Zealand has partnered with The Hobbit producers before. And while this certainly doesn't help move the nation away from the stereotype of "The Lord of the Rings country," it's definitely enjoyable. Continue reading...

branded entertainment

Chevrolet and Spike Lee Pay Tribute to Mo'ne Davis and the Magic of Baseball

Posted by Dale Buss on October 24, 2014 12:14 PM

By adding baseball ingenue Mo'ne Davis to the its starting rotation in a new TV ad for the World Series, Chevrolet is tapping into a new type of Americana—one that has been built around the 13-year-old girl who wowed opponents, spectators and baseball fans alike with her stellar performance in last summer's Little League Baseball World Series.

"Very few brands could tell the story on that stage and in as credible a fashion as Chevy can," Steve Majoros, an advertising and marketing director for Chevy, told brandchannel. "It's a nice, natural fit for us with the story and the magical summer [Davis] had." Continue reading...

luxury watch

Louis Vuitton Elevates its Art with Gehry-Designed Museum Opening

Posted by Mark J. Miller on October 24, 2014 11:14 AM

Louis Vuitton can't get enough of architect Frank Gehry. The 85-year-old just designed a bag for the company’s high-end “Six Iconoclasts, One Icon” collection. Now, the art center in Paris he designed for the luxury fashion brand's parent company will open to the public on October 27, following a VIP preview that saw LVMH CEO Bernard Arnault take the prime minister of France and other dignitaries on a private tour.

The Independent calls Gehry’s new Fondation Louis Vuitton in the Jardin d'Acclimatation, which will house LVMH’s massive art collection and sits on public land, as being “crazy and tender.” The paper goes on to note that this is “biggest privately funded arts project in Paris for decades.” The Guardian reports that the building took ten years to create, with 3,000 workers and mroe than 100 engineers, and is set to become the possession of Paris in 2062.Continue reading...

brand news

Brand News: The Queen Tweets, P&G to Cut Duracell and more

Posted by Dale Buss on October 24, 2014 09:21 AM

TOP STORIES

Twitter sees Queen Elizabeth II send her first tweet.

P&G plans to exit Duracell brand.

AMC Networks acquires nearly half of BBC America.

Amazon misses expectations with holiday forecast, depressing stock price.

Microsoft sales lifted by the cloud to $23.2B as Nokia name to live on in entry-level phones. Continue reading...

executive decision

Coca-Cola Names New CMO As It Looks to Reinvigorate Brands and Sales

Posted by Dale Buss on October 23, 2014 04:34 PM

Coca-Cola chief marketing officer Joe Tripodi was at least partially responsible for one of the few bright spots in Coca-Cola's recent marketing performance: The "Share a Coke" campaign, which gave Coke sales an upward blip of hope amid a secular decline that has been decades in the making.

But that wasn't enough to save his job, as CEO Muhtar Kent keeps casting about for ways to reinvigorate the company's flagging sales of its signature beverages and products, unsatisfactory growth in its healthful beverages and renewed mojo into its iconic brand, according to the Financial Times. Now holding the third spot on Interbrand's Best Global Brands, Coca-Cola was #1 only two years ago.

Tripodi, who has held the top marketing spot since 2007, is retiring in February 2015 to make way for Marcos de Quinto, a Coca-Cola veteran who takes over the CMO role on January 1 and who currently runs the company's Iberia business unit and is vice president of its Europe Group.

Under Tripodi's supervision, Coke launched "Open Happiness," one of its most successful global brand campaigns a few years ago. Now in his late 50s, he "brought stability to Coke after the company had cycled through several CMOs in the previous decade," the Wall Street Journal said. Continue reading...

retail watch

Macy's Boosts Holiday Shoppers' Mobile Savvy with Google and Apple

Posted by Dale Buss on October 23, 2014 02:56 PM

Nothing says holiday shopping like "immediate gratification." That's why Macy's is ready to roll out a proximity-marketing platform in partnership with Google that will lead shoppers to the specific item they're seeking—and also will offer suggestions about merchandise in their local Macy's that consumers may not be thinking about, Ad Age reports.

"We have seen encouraging results" from the program that Google and Macy's began testing about a year ago in San Francisco, Jennifer Kasper, group vice president of digital media and multicultural marketing at Macy's, told Ad Age. Shoppers "can go into a physical store and have immediate gratification."

Google's expanding roll-out of its proximity-marketing platform, Nearby, echoes Apple's iBeacon rollout and the Continuity platform for Android devices. The basic idea is to tap into the marketing and sales possibilities of using GPS, in-store "beacons" and other devices to give consumers promotional stimuli at times that it can be most effective: While they're in or near retail stores.Continue reading...

branded entertainment

Lexus Puts a Velvet Rope on its Twitter Account for VIP Film Screening

Posted by Mark J. Miller on October 23, 2014 01:26 PM

Brands have found all sorts of ways to spread their messages via Twitter, but Lexus is breaking the mold with its latest campaign.

In a branded entertainment move, Toyota's luxury automotive brand is set to release two short films by indie filmmakers on October 27 that are being produced by the Weinstein Company and explore the theme “Life is Amazing.” 

The groundbreaking moment, though, happens one day earlier, when Lexus will become the first luxury brand to lock up its Twitter account to new followers, allowing those who are already following it to use a private link to watch the films before anyone else—and turning its Twitter fans into a VIP list for a private, virtual screening.Continue reading...

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