Best Global Green Brands 2014

bc q&a

Brand Renewal: 5 Questions with Tony DiSalle, VP of Marketing for Buick, GMC

Posted by Dale Buss on September 2, 2014 12:13 PM

The growing success of the Buick and GMC brands has been under-appreciated amid the overriding attention paid to General Motors' season of recalls. Buick sales increased by 12 percent for the year to date through July, leading GM brands' performance, while GMC sales surged by 8 percent.

Buick and GMC, which are managed and retailed together, also keep leading not only GM but all other domestic brands in earning quality awards from third-party evaluators such as J.D. Power & Associates.

Now, with an expanded "Experience the New Buick" TV ad campaign that builds on the remarkable success of the first ad, "Hmmm," and of the new Buick product line, brand executives are determined to add to their recent sales gains, gain more attention for an advertising theme that has drawn rave reviews this year, and focus specifically on the members of the strongest vehicle lineup Buick has ever enjoyed.

Toni DiSalle, US Vice President of marketing for Buick and GMC, talked with brandchannel on the eve of the campaign that extends the clever notion that Buick's "expectation-shattering" vehicles are so much better than before that consumers don't even recognize them as Buicks.Continue reading...

brand revival

Arthur Andersen Brand is Reborn Over a Decade After Enron Scandal

Posted by Mark J. Miller on September 2, 2014 11:04 AM

In 2002, tax auditing firm Arthur Andersen was found guilty of obstructing justice after it was discovered that it had shredded thousands of Enron-related documents. Despite the charges, the since-defunct brand has retained its reputation through the years—a surprising conclusion of a financial industry poll conducted by Prime Group for WTAS LLC, a San Francisco-based firm that is reviving the brand, Bloomberg Businessweek reports.

Time may heal all wounds, but it doesn’t restock the billions of dollars in bank accounts that shareholders lost in the wake of Enron’s shutdown and certainly doesn’t make life easier for the 85,000 employees of the company that lost their jobs. But WTAS, which bought the rights to the name so it could rebrand to Andersen Tax, looks to change that.

“Our issues with Enron were the mistake of a few,” WTAS CEO Mark Vorsatz told Businessweek. “Irrespective of Enron, we thought we were the benchmark in the industry.”Continue reading...

brand news

Brand News: Uber, Aston Martin, McDonald's and more

Posted by Dale Buss on September 2, 2014 09:34 AM

TOP STORIES

Uber is banned across Germany by Frankfurt court.

Aston Martin gets new CEO from Nissan.

McDonald's boosts food-safety efforts in China.

RadioShack and shareholder talk about saving company from bankruptcy.

Apple fixes bug that exposed nude photos of celebrities after "actively investigating" iCloud link to leak.

MORE BRAND NEWS

1-800-FLOWERS acquires Harry & David.

Aflac ties effort to college football.

Alfa Romeo sets return to US after 20 years.

Arthur Andersen name returns to tax consulting.

Buick launches ad campaign to build on success of "Hmmm" ad earlier this year.

Burger King sees tax history come under scrutiny.Continue reading...

traveling brands

Staying Small: Boutique Hotel Brands Risk Losing Culture in Expansion

Posted by Corey Lewis on September 1, 2014 12:43 PM

Last week, Las Vegas saw its first major resort project open since The Cosmopolitan in 2010. Caught in the lights of flashbulbs and fireworks, the new SLS Las Vegas joins sister properties in Beverly Hills and South Beach as the third location of the Los Angles-based SBE’s SLS brand. 

“I think locals will really get what we’re about… we are in Las Vegas to move the meter in Las Vegas,” CEO Sam Nazarian told Las Vegas Weekly, emphasizing that part of the SLS brand's DNA is its neighborhood feel, where tourists and locals mingle.  

Even so, at 1,620 rooms, the SLS Las Vegas is a “neighborhood building” with a pretty big bankroll—$415 million to be exact. For comparison’s sake, the SLS South Beach, opened in 2012, has 140 rooms, the SLS Beverly Hills has 297. Yes, everything in Las Vegas is bigger (except maybe the Eiffel Tower), but as brands like SLS scale—in size and footprint—can they remain authentically local and boutique?Continue reading...

holidaze

Rebranding Labor Day: Because Who Wants to Work on Your Day Off?

Posted by Claire Falloon on September 1, 2014 10:36 AM

Everyone loves a holiday but does anyone really love Labor Day? Does anyone even know what it’s about? Does Labor Day even know what it’s about? If I met a client with this many unanswered questions, the conversation might go something like this: “Hello Labor Day? I think we need to have a serious talk."

First, let’s be real here. Labor Day does know what it’s about. Created in 1882, Labor Day was a union-proposed holiday “dedicated to the social and economic achievements of American workers." But maybe the way Labor Day named itself didn’t make other people want to know what it was about. 

Yes, “labor” definitely suggests the work this day was designed to celebrate. But, if you worked just about every day of the year and then were given one day off, wouldn’t you want that day to sound a little less like work and a little more like fun? “No-Labor Day" for example, might be more correct, if not particularly catchy. “Do Whatever You Want Day” has a certain wanton charm, although might suggest we encourage lawlessness (which we don’t). Or maybe “The Big Day Off” might work—a nationwide holiday simply dedicated to not working.Continue reading...

brand news

Brand News: A&E/Vice, Nike, Apple and more

Posted by Alicia Ciccone on September 1, 2014 09:53 AM

TOP STORIES

A&E buys 10 percent of Vice for $250 million. 

Apple blocks developers from selling users' health data to marketers; bans hazardous chemicals following China investigation; reportedly strikes payments deal to make next iPhone a mobile wallet with American Express, Visa and MasterCard; sees iBeacon struggle with retailers; and grapples with possible iCloud (via “Find my iPhone”) hack that led to massive nude photo leak affecting Jennifer Lawrence and other actresses.

Nike re-signs (Under Armour-wooed) NBA star Kevin Durant to sneaker deal rumored to be worth $350 million.

Disney files patents for drone-controlled puppets as Google drones find better reception than Amazon tests.

P&G's Tide brand honors uniformed workers on Labor Day (above).

MORE BRAND NEWS

Alibaba faces stiffer homegrown competition ahead of upcoming IPO.

Art Everywhere partnership brings culture to outdoor advertising.

Bayer brings “world’s hangover cureBerocca to US.

BMW sees bomb-proof fleet get big buy-in from Australian government for G20 Summit. 

Comcast acquisition of Time Warner Cable protested by entertainment giants.Continue reading...

week in review

Top 10 Stories of the Week: Unilever, Burger King, Nestlé and more

Posted by brandchannel staff on August 29, 2014 08:42 PM

Our most-read blog posts of the week:

#1 On Comeback Trail, What Can JCPenney, Best Buy Teach Other Retailers?

#2 Unilever, Kimberly-Clark Test Environment-Saving Innovations

#3 Burger King, Tim Hortons Deal Has Big Brand Implications Beyond Taxes

#4 Brands Put Wearable Tech On Display at the US Open

#5 Coca-Cola Life Tiptoes Into UK, US, Amid Hopes for Mid-Calorie Sodas

#6 It's All in the Numbers: Instagram, Tumblr Step Up Metrics for Brands

#7 Nestlé Adopts Industry-Altering Commitment to Animal Welfare

#8 Branding Stays On the Shelf in Dollar-Store Jockeying, But Will Walmart?

#9 Emmys are a Golden Opportunity for Brands to Test New Social Strategies

#10 International Health Organizations at Odds Over E-Cigarette Risks

trademark wars

Trademark Watch: Ice Bucket Challenge, Hershey, High Times and more

Posted by Courtney Cantor on August 29, 2014 08:04 PM

Since the end of July, the ALS Association, which fights Lou Gehrig’s disease through research, care and education, has raised over $100 million thanks to the viral Ice Bucket Challenge. Now it seeks to use that money, in part, to trademark the phrase “Ice Bucket Challenge” in connection with charitable fundraising.

In deciding whether ALS’s application for trademark registration will be successful, the United States Patent and Trademark Office (USPTO) will take into consideration the Ice Bucket Challenge in light of how consumers view it. Although the association between ALS and the Ice Bucket Challenge is as clear as the water in the bucket, others have also begun to use the phrase to create awareness for different causes. For example, Matt Damon used the Ice Bucket Challenge to promote his clean water organization, Water.org, and several other "challenges" for charitable causes have popped up over the last month. 

Some argue that the USPTO should not allow the ALS Association to register the mark because it will prevent other charities from raising money by using the Ice Bucket Challenge. However, even if the association is granted trademark rights, charities should not get cold feet. After all, there are plenty of creative ways to get around this by still taking inspiration from the success of the Ice Bucket Challenge. Warm Water Challenge, anyone?Continue reading...

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