Best Global Green Brands 2014

week in review

Top 10 Stories of the Week: Transformers, adidas, Google and more

Posted by brandchannel staff on July 11, 2014 06:01 PM

Our most-read blog posts of the week:

#1 Newcastle Brown Ale Touts July 3rd Holiday That Might Have Been

#2 Google Cube Debuts With Six-Sided Interactive Video

#3 Chinese Brands Sour on Transformers Product Placement Pay-Off

#4 Winner Takes All: No Matter the Outcome, adidas Will Win the World Cup

#5 Love at First Swipe: A Look at the Voice Behind Today's Hot Dating Apps

#6 The Polished Home: OPI, Ace Hardware Bring the Nail Salon to the Living Room

#7 Made in USA, 21st Century Edition

#8 Apple's Ahdrendts Scores Victory with EU Trademark for Store Designs

#9 New Kit on the Block: Nike Cuts Manchester United Ties [Updated]

#10 Hip to Be Square: BlackBerry Comes to Defense of Its Latest Smartphone Design

cocktail hour

Booze News: Absolut Crowdsources in India, the Seamless of Beer and more

Posted by Mark J. Miller on July 11, 2014 05:38 PM

Read All About It: Advertised Alcohol Brands are Favorites Among Underage Drinkers

When it comes to consuming alcohol, underage drinkers don’t have a lot of imagination. According to a new report in the Journal of Studies on Alcohol and Drugs, young consumers tend to drink the alcohol that is seen most in advertisements.

The 25 brands most popular with those under 21, such as Bud Light, Smirnoff and Jack Daniel’s, also happen to be more likely to advertise in magazines that are read by that age group.

“We've got at least 14 long-term studies that have looked at young people's exposure to alcohol advertising and found that the more exposed they are the more likely that they are to start drinking or if already drinking, to drink more,” David Jernigan, the study's senior author, told Reuters Health.

The link exists despite advertising regulations that barr alcohol brands from advertising in print media whose underage readership accounts for more than 30 percent of readers.Continue reading...

branded entertainment

Branded Content Watch: Hate On Spirit, Gillette Shaves, BMW Sails and more

Posted by Abe Sauer on July 11, 2014 04:55 PM

DI-Cry: Chilean home improvement brand Sodimac punches you in the heart with its emotional ad about a dad and his daughter. But if after 10 seconds you feel your cold, cynical heart taking over again, we've got something perfect for you below.

Haterz 'Gonna Advertise: Give Spirit Air some credit for carrying around their brand's cajones in a dump truck. The airline's new campaign—found at hatethousandmiles.com—encourages exasperated travelers to "unleash the hate" on social media about Spirit Airlines. (The sub-text: "Or maybe you’re one of our fans—feel free to share some love, too.")

Continue reading...

auto motive

Amid Overhaul, de Nysschen Leaves Infiniti for Greener Pastures at Cadillac

Posted by Dale Buss on July 11, 2014 03:51 PM

Johan de Nysschen already led a fix of one luxury car brand in the United States and was making progress in repairing another worldwide. So what can he do as the new head of the Cadillac brand?

Expect some boldness from the new leader in dealing with the brand, its products and marketing that hasn’t been seen before from the parade of long-time General Motors executives who have headed up Cadillac lately. De Nysschen isn’t being hired as a me-too kind of steward. Arguably, bringing him on board from way outside GM’s traditional comfort zone is one of the boldest moves that new CEO Mary Barra has made.

In any event, General Motors announced today that it had hired the 54-year-old de Nysschen to run its luxury brand beginning September 1 after months of instability in the top job. The company poached him from Nissan, which hired de Nysschen two years ago to elevate the Infiniti brand from also-ran status to powerful global competitor.Continue reading...

tech innovation

More Brands are Pinging Consumers with Help from Beacon Technology

Posted by Mark J. Miller on July 11, 2014 01:52 PM

The use of beacon technology has been fast-growing among retailers who use the smartphone function to push special offers and information to consumers as they wander through their stores. But now, other industries, especially travel, are experimenting with the technology to convey information and boost loyalty programs. 

Brands are hoping their use of the new tech will attract Millennials and other digitally-connected consumers who are open to sharing data in return for a more personalized experience.  

Marriott is currently testing beacons in its hotels to push deals for nearby retailers as well as in-hotel discounts to loyalty club members who have the brand’s app open on the premises. According to Adweek, members could get offers for such things as “test drives of Porsche or Lamborghini cars and a discounted rate at the JW Marriott Marquis Dubai” on their mobile devices.

"(We're) taking aim at the next generation traveler and really making sure we're addressing their needs," Karin Timpone, global marketing officer for Marriott, told USA Today. "They like the instant gratification and encouragement along the way while they earn points."Continue reading...

celebrity brandcasting

LeBron James Announces Cleveland Move on Social

Posted by Shirley Brady on July 11, 2014 01:15 PM

In stark contrast to the media hype surrounding "The Decision" to join the Miami Heat in 2010, LeBron James—sorry, King James—has announced that he's going back to Cleveland to rejoin the Cavaliers in a social media slam dunk.

He led with a tweet (retweeted more than 45,000 times in the first hour) stating "Just posted a photo" that links to an Instagram photo that garnered more than 425,000 "likes" in the first hour.Continue reading...

social marketing

Instagram is Ground Zero for Innovative Campaigns from IKEA, Marc Jacobs

Posted by Sheila Shayon on July 11, 2014 11:52 AM

IKEA is pushing the edges of retailing innovation once again with an Instagram account that acts like a website.

Together with Moscow-based ad agency Instinct, the Swedish retailer built the IKEA PS 2014 account on Instagram to showcase 34 items in its latest designer collection, was created by 14 young designers to target a younger, urban, mobile-first crowd “always on the move.” The account has already garnered over 19,000 followers. 

By clicking on a picture, users are redirected to an Instagram account dedicated to that piece of furniture. Tagging capabilities let users explore the main site, specific items and add photos of PS 2014 items tagged with the Instagram product name.Continue reading...

bc q&a

Vive la France: 5 Questions with Pauline Oudin, Managing Director, Sopexa USA

Posted by Jennifer Vasilache on July 11, 2014 10:24 AM

Bastille Day, on July 14, is a global opportunity to celebrate French culture. One of the organizations helping spread the gospel of France’s culinary heritage and modern-day delights is Sopexa, which represents French foods and alcoholic beverages in 43 countries.

This once government-owned and now private company understands how to market the best of French food and wine lifestyle—and how to be an ambassador for a culture and brands, working with more than 2,000 companies and 130 food and drink associations over the past 50 years.

brandchannel contributor Jennifer Vasilache spoke with Pauline Oudin, managing director of New York-based Sopexa USA, for more insights.

brandchannel: How do you localize the marketing of French food and wine to other cultures, particularly here in the US?

Pauline Oudin: Every good marketer knows you have to localize to succeed in international waters. Coca-Cola slightly alters its secret recipe to the taste buds of its markets. McDonald’s offers “Le” Big Mac in Paris with a side of beer, but keeps its menu Kosher in Israel by removing the cheeseburger. The challenge is how do you apply this need to adapt to a local market, when the promise of your product is the uniqueness of its origin.Continue reading...

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