trademark wars

Trademark Watch: Wrigley, Jaguar, Burger King and more

Posted by Courtney Cantor on November 21, 2014 05:10 PM

What the….Fresh?! There is a frosty chill in the air as the “Icy Cool Breath”-maker Wrigley tries to block fellow gum maker and competitor Perfetti van Melle from registering the trademarks “WTF” and “What the Fresh” in the U.S. Wrigley is concerned the marks could be confused with its Winterfresh brand, and claims that they are too similar. Maybe Perfetti is treading on thin ice, but would you be confused?

Jaguar’s On the Road to EV Town: Or so we think. Recall that “Intent to use” trademark registrations filed at trademark offices around the world allow peeks and guesses as to a company’s future endeavors (remember Apple filing for Apple Watch in Trinidad and Tobago?) On October 30th, Jaguar sparked rumors when it filed for the mark “EV-type.” Auto experts seem to think the combination of “EV” and “-Type” mark a potential move into electric vehicles. We can’t be sure, but we’ll keep our eyes on the road for further indications.Continue reading...

brand and bottle

Heineken Named Creative Marketer of the Year by Cannes Lions

Posted by Mark J. Miller on November 21, 2014 04:11 PM

The Cannes Lions International Festival of Creativity has named Heineken the 2015 Creative Marketer of the Year.

For those keeping score, this nod likely feels inevitable—after all, six Heineken-owned brands in seven countries have won 41 awards at the world's most prestigious advertising, marketing and branding festival during the past three years alone.

But this marks only the second time that the brewer's flagship brand has won the Creative Marketer of the Year award—its last win was in 1995.Continue reading...

week in review

Top 10 Stories of the Week: Uber, Corning, 50 Shades of Audi and more

Posted by brandchannel on November 21, 2014 03:10 PM

Our most-read blog posts of the week:

Can Uber Reverse the Damage Before Driving its Brand Into a Ditch?

Corning Welcomes a New Day With The Glass Age—and Gorilla Glass 4

Audi Extends 'Fifty Shades of Grey' Tie-In to Movie Product Placement Deal

Flowing Innovation: 5 Questions with Diageo's Helen Michels

Lincoln Goes Black Label as Brands Buff Up for LA Auto Show

Vice Grows Up by Hiring a Sheryl Sandberg of its Own

IBM Global Study Shows What Matters to Millennial Shoppers

5 Questions: Dollar Shave Club CEO and Viral Video Star Michael Dubin

Airbnb’s Pineapple Magazine: A Prickly Proposition or "Next Logical Step"?

Land Rover's Novel Idea: Literary Product Placement With James Bond Author


Greenpeace's Latest Big Win: Getting IKEA to Commit to Sustainable Palm Oil

Posted by Sheila Shayon on November 21, 2014 02:31 PM

IKEA is the latest company to adopt a new sustainable policy for sourcing palm oil, marking one more big victory this year for Greenpeace.

“IKEA's decision to clean up its supply chain for products containing palm oil is good news," stated Joao Talocchi, Greenpeace USA Palm Oil Campaigner.

“Commitments over the past year from companies like Procter & Gamble, Colgate-Palmolive and General Mills have brought the palm oil industry to a tipping point. We’re now at the stage where it's unacceptable for companies not to address rainforest destruction with their suppliers."Continue reading...


Gap Inc-oming CEO Art Peck Starts to Put His Stamp on Company

Posted by Mark J. Miller on November 21, 2014 01:27 PM

Gap Inc. may have had a lousy third quarter and cut its earnings estimate for the year, but the house of six retail brands espoused optimism in its call with investors Thursday.

Helping to create those potential good times should be two new presidents that the company named on Thursday: Jeff Kirwan who will be the new Global President of Gap, and Andi Owen, the Global President for Banana Republic as of January 5. Kirwan has been running Gap in China for three years, and just opened its 100th store in the market, while Owen has been running the Gap Outlet division.

Promoting these "two proven executives" is part of the shift occurring at the company as it prepares for its new CEO, Art Peck (above), who moves up to that role in February from his current job as Gap Inc. president of growth, innovation and digital.

“I'm impatient to get the team in place for 2015 and ready to drive business results as we go into the new fiscal year,” Peck told analysts during the earnings call.Continue reading...

branded entertainment

Branded Entertainment Watch: Nissan, FedEx, Nike and more

Posted by Abe Sauer on November 21, 2014 12:31 PM

The Project: "1996 Maxima—Luxury Restored—Luke Aker’s Story" for Nissan

The Plot: Last year, Nissan bought one of its own 1996 Maxima sport sedans after its filmmaker-owner's "Luxury Defined" for-sale ad (watch below) went viral. Now, Nissan is back to leverage that epic ad with that same Maxima restored to its "previous glory," documented in a new video and a display at Nissan's North American headquarters.

The Verdict: Brands, are you listening? This is how you do viral!Continue reading...

social media

Brands On Facebook and Twitter, Take Note—Your Reach is Waning

Posted by Sheila Shayon on November 21, 2014 11:09 AM

Marketers spending big money and time on Facebook and Twitter may be wasting both, according to a new report from Forrester analyst Nate Elliott titled “Social Relationship Strategies That Work: How to Succeed in Social as Organic Reach Falls Towards Zero.” 

According to the report, because so few people view companies' social posts—and even fewer actually engage with them—brands don't really have social relationships with their customers despite their best efforts.

“It’s clear that Facebook and Twitter don’t offer the relationships that marketing leaders crave. Yet most brands still use these sites as the centerpiece of their social efforts—thereby wasting significant financial, technological, and human resources on social networks that don’t deliver value," Elliott notes. "It’s time for marketers to start building social relationship strategies around sites that can deliver value.”Continue reading...

brand news

Brand News: Aereo, Intel, Graco and more

Posted by Dale Buss on November 21, 2014 09:02 AM


Aereo files for Chapter 11.

Intel goes for "big bang" with Jim Parsons ad campaign.

Graco recalls 4.5 million strollers following children's finger amputations, recalling McLaren crisis.

Amazon plans travel site launch, signs 17-year lease on new NYC HQ.

Uber CEO retain investor support as company hires external investigator for data privacy claims.Continue reading...

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