Best Global Green Brands 2014

brand revival

Because We Missed It So Much, Ed Hardy Will Be Resurrected in India

Posted by Mark J. Miller on August 28, 2014 06:42 PM

Ed Hardy, the apparel brand based on iconic tattoo artist Don Ed Hardy’s intricate work, declared itself a big deal when it launched back in 2007 and then completely fell apart in 2010 when it was forced to close stores, liquidate assets and turn itself over to administrators at Deloitte.

The brand partly blamed its downfall on much-despised C-list celeb Jon Gosselin, who loved the brand and was seen publicly with Hardy owner Christian Audigier on a yacht in 2009. Gosselin’s fame dissipated pretty much the same time that Hardy’s did.

“That Jon Gosselin thing was the nail in the coffin,” Hardy told the New York Post last year. "That’s what tanked it. Macy's used to have a huge window display with Ed Hardy, and it filtered down and that’s why Macy’s dropped the brand."

Despite the brand's image issue, Ed Hardy is being resurrected in a new deal with Arvind, which is importing the brand to India.Continue reading...

sports in the spotlight

From Shoulder Pads to Jell-O Molds, Brands Have Football Fever

Posted by Dale Buss on August 28, 2014 05:21 PM

After spending much of the offseason dabbling in off-the-field concerns ranging from trademark rights to television rights to gay rights, the twin behemoths of American football—the National Football League and the NCAA—figure fans are finally ready for some action on the field. Brand marketers of all kinds are right there with them intending to find new ways to leverage relationships with what remains the nation's most popular sport and its biggest TV-viewing engine.

Russell Athletic, for example, is teaming with Boeing to incorporate excess carbon fiber from the production of the company's latest plane, the 787 Dreamliner, into Russell shoulder pads and other protective athletic gear. The carbon filaments provide high strength-to-weight ratio and durability and so could prove ideal in helping the sport cut injuries. The partnership also is a way for Boeing to use scrap material as part of its sustainability push.

Meanwhile, a genuine on the-field star, Dallas Cowboys wide receiver Dez Bryant, is following in the footsteps of other NFL stars in launching a personal brand. In the case of the Pro Bowl pass catcher, it is "ThrowUptheX" apparel—named for the touchdown dance in which Bryant crosses his arms at the forearms.Continue reading...

big data

Nicholas Felton’s Annual Report Holds Key Ideas for Brand Publishers

Posted by Fell Gray on August 28, 2014 03:31 PM

Nicholas Felton, best known for designing the Facebook timeline and the Reporter app, recently released his 2013 Feltron Report. This year’s homage to data visualization takes on the staggering feat of capturing all 95,000 communications Felton had over the course of the year—from face-to-face to mobile and social.

Many will marvel at the beautiful visuals of the “insights and patterns within the data and metadata of a large and personal data set,” but brands focused on the power of content should take a closer look.

One of the most insightful—and useful—ways Felton looks at his data is through the lens of reciprocity. He determines the ratio of sent to received communications with different individuals and highlights how communication is fundamentally about an exchange. Inherently, communication comes with a promise, a social contract, to respond. Through this lens, each person is a “participant,” not a recipient or consumer—an idea that brands should consider as they strive for engagement.Continue reading...

brand extensions

Central Perk Pops-Up for Friends' 20th Anniversary

Posted by Sheila Shayon on August 28, 2014 02:34 PM

It's hard to believe it’s been a decade since the iconic sitcom "Friends" ended a ten-season run. In honor of the beloved sitcom’s 20th anniversary—it premiered September 22, 1994—a replica of the show's iconic "Central Perk" coffee shop will be opening in Manhattan's SoHo neighborhood September 17 for one month.

The pop-up is a collaboration between Warner Bros. and Eight O' Clock Coffee, which will also serve up a limited-edition Central Perk Roast for the occasion for free. 

Visitors to the pop-up can expect special appearances by James Michael Tyler, aka “Gunther"; photo ops with the actual orange couch from the show; in-store performances similar to Phoebe’s improvised songs like “Smelly Cat”; and contests and giveaways with prizes including "Friends" on Blu-ray, a DVD of all 10 seasons and Central Perk Roast samples.Continue reading...

social marketing

Twitter Unlocks Tweet Analytics for All Users in Social Engagement Race

Posted by Sheila Shayon on August 28, 2014 01:07 PM

In the last week, social platforms including Instagram, Pinterest and Tumblr have announced improvements to their analytics offerings for brands that advertise on and use their platforms for marketing. Twitter has taken that move and raised it by opening up its analytics dashboard to all users with an active account, not just paying advertisers.

Available in four languages, the dashboard is "designed for the serious tweeter—the journalists, politicians, celebrities and everyone else who are trying to reach a large pool of people," the Wall Street Journal notes.  

“Understanding why some of their tweets didn’t gain much traction could help users improve their performance, thus increasing engagement—an important metric that is closely tied to the way advertisers view Twitter as an attractive platform. This could be one of the reasons why Twitter decided to make a product previously designed for paying customers to the wider pool of users.”

The dashboard gives a broad view of the number of impressions a tweet has received, favorites, profile clicks, retweets and replies, and how many times users engaged with a tweet and what that engagement was.Continue reading...

sporting brands

Legends of the Court: Federer, Jordan Team Up for Air Jordan Tennis Shoe

Posted by Mark J. Miller on August 28, 2014 11:23 AM

America’s premier tennis event, the US Open, got underway in Queens earlier this week and with it came a lot of expectations for one particular player, 17-time Grand Slam winner Roger Federer. 

Federer had a rough year in 2013, but he seems to have gotten his groove back, barely losing to world No. 1 Novak Djokovic at Wimbledon this summer and picking up three tournament wins this year. While Federer's wins on the court may have taken a little hiatus, his professional brand hasn't skipped a beat. 

Sponsor Nike released Federer’s new line of tennis shoes to much fanfare after the athlete debuted the new kicks on the court Tuesday, where fellow Nike partner and design inspiration Michael Jordan looked on. 

The legendary athletes actually worked together to develop the new tennis shoes, which are based on the Air Jodan 3, which came out in 1988 just when Federer was getting into sports. Nike designer Tinker Hatfield, who designed the Jordan 3, also designed Federer’s Zoom Vapor AJ 3.Continue reading...

brand news

Brand News: Apple, Nespresso, JPMorgan and more

Posted by Dale Buss on August 28, 2014 09:26 AM

TOP STORIES

Apple and Samsung face off in wearables market.

Nespresso launches $550-million sustainability strategy.

JPMorgan and other banks struck by hackers.

GlaxoSmithKline sees US accelerate human clinical trials of ebola vaccine, report says.

Kia plans $1-billion car assembly plant in Mexico and unveils redesigned Sorento.

MORE BRAND NEWS

Alibaba sees results improve ahead of IPO.

Billabong sticks to turnaround plan despite losses. 

Bissell Canada takes clean to a new level with Toronto subway stunt.Continue reading...

social commerce

Nordstrom, Target Turn Instagram Followers Into Sales with Like2Buy Sites

Posted by Sheila Shayon on August 27, 2014 05:19 PM

Leveraging Instagram "likes" for dollars, upscale department store Nordstrom and Target have launched Like2Buy platforms that look like Instagram and act like Instagram, but link photos directly to product pages on the retailer's site to initiate a purchase. 

“This is the first experience of its kind,” Bryan Galipeau, Nordstrom’s director of social media, told Bloomberg Businessweek. “And it’s the closest thing out there—that I’m aware of—in terms of delivering a seamless shopping experience.” Nordstrom will keep its original Instagram feed, which has nearly 530,000 followers, but link to the new shadow site. 

Instagram has 200 million engaged users who share roughly 60 million photos daily. “Everybody is trying to hack Instagram,” said Apu Gupta, cofounder of Curalate, the company that built Like2Buy, adding that so many of Instagram’s retail feeds feel like “walking into a flea market.” 

Social platforms and firms like Curalate are trying to comb through the data to present brands with social engagement metrics that can be interpreted into real-life sales leads. Just last week, Instagram and Tumblr announced new dashboards and metrics that would be available directly to brands.Continue reading...

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