Best Global Green Brands 2014

video killed the _____ star

YouTube Creators are Commanding Major Money, Attention from Big Brands

Posted by Sheila Shayon on July 22, 2014 06:15 PM

The proverbial casting couch has been replaced by homegrown YouTube stars, and this year's 18,000-plus attendees of VidCon's fifth annual conference is proof positive that online content creators are a big business. 

Google’s YouTube is the training ground for young, ambitious creatives seeking fame and with 72 hours of video uploaded every minute to channels with thousands of subscribers, the phenomenon of video bloggers is becoming more lucrative by the day—for creators, and the major brands that want to sponsor them. 

“I think [online video content] is a huge cultural phenomenon that no one can take credit for or explain or understand,” said VidCon co-founder Hank Green. “We’re all just sort of watching it happen and trying to reflect it and ride along with it in the most effective ways we can.”

Over the past four years, video has exploded into prime real estate for advertisers as digital video ad spend rose to $4.2 billion last year, and is projected to reach $6 billion this year. And with many vloggers speaking to younger audiences that are the target of big brands, the business opportunites seem endless.Continue reading...

brand strategy

Sill Struggling, Campbell's Hopes to Generate Buzz with 200 New Products

Posted by Dale Buss on July 22, 2014 04:12 PM

Campbell Soup already has tried just about everything in its efforts to jump-start growth in the last few years under CEO Denise Morrison. And now the packaged-goods giant says it's going to try more of just about everything in a bid to finally get over the stagnation hump—and supercharge revenues by 20 percent to become a $10 billion company within the next five years.

Morrison plans to reach that goal with a flurry of new products, greater leveraging of Campbell's recent acquisitions and the likelihood of more acquisitions ahead to counter the slow-growth "new normal" in the US packaged-goods industry and to pick up the company's uneven recent efforts to spur new organic growth.

She and other Campbell executives told an investor conference this week that, among other things, they plan a blitz of more than 200 new products in 2015 that will include protein bars and shakes to capitalize on the protein trend, the first organic varieties of Campbell Soup including flavors such as chicken tortilla and garden vegetable, and a new range of V8 flavors that seek to seize on the juicing trend with varieties such as Purple Power, a veggie blend with beets.Continue reading...

trademark wars

Protecting the Sport of Fitness: In and Out of the Box, CrossFit Defends Its Brand

Posted by Nicole Briggs on July 22, 2014 02:04 PM

CrossFit: chances are you’ve tried it, either loved it (or hated it) or know someone who can’t live without it. The fitness phenomenon launched by Greg Glassman in 2000 has grown from cult popularity to an expansive lifestyle brand based off its strength and conditioning programs.  

Today, there are more than 9,000 affiliated gyms, and although CrossFit Inc. licenses its name to those gyms for an annual fee, having thousands of affiliated locations across the world makes it extremely hard to fish out the reals from the fakes. 

After all, part of the success of a brand could be directly related to the how well they police their trademark(s), and CrossFit's legal team is no stranger to the good ol' cease and desist letter. The brand has previously gone after Cross Gym, CrossFat, Caldera Cross-Fit, CrossFitFood and Don’t Cross Me, I’m Fit, to name a few. 

The brand has an even greater responsibility to protect its name thanks to the lucrative 10-year deal it signed with Reebok in 2010 that has been largely responsible for the brand's mainstream proliferation with branded workout gear, Reebok-branded CrossFit gyms and its title sponsorship of the annual CrossFit Games, which kick off this Friday.Continue reading...

brand insights

Paying for Premium: Do Name Brands Survive on Consumer Ignorance?

Posted by Mark J. Miller on July 22, 2014 12:52 PM

Pharmacists buy store-brand aspirin and chefs buy store-brand sugar and salt, so why won’t the rest of the consumer population?

A new study from Dutch economist Bart Bronnenberg of Tilburg University and three researchers from the University of Chicago shows that the more informed consumers are, the more likely they are to buy private label, store-brand items. 

The study analyzed more than 77 million shopping trips at markets and chain stores from 2004 to 2011 and matched up purchases with consumers’ jobs and knowledge. The less education a consumer had, the more likely they were to buy name brand products. When a consumer worked in a specific field, he or she was more likely to buy store brands of products related to that field.

For example, 23 percent of the time that chefs bought such pantry staples as salt, sugar and baking soda, they bought name-brand products. That number rose to 40 percent with all other consumers.Continue reading...

brand essence

Oakley Takes Its Disruptive Design to Retail

Posted by Mark J. Miller on July 22, 2014 10:31 AM

Oakley kicked off its first global campaign under the banner "Disruptive by Design" in March, and it appears to be having a positive reception as brand enthusiasts have been posting images of the company’s new “design bunker” at its corporate HQ across social media.

Oakley is also getting some nice face time thanks to this summer's Tour de France, as cyclists grind through one of the most grueling and difficult competitions in the world. The Tour has been a centerpiece for Oakley since way back when Greg LeMond was riding in it.

Oakley challenged itself back in 2008 when two custom pairs of shades were designed and built from scratch in the two weeks before the race got started, according to VeloNews. They served as the prototype for a new line.Continue reading...

brand news

Brand News: Apple, Crocs, Time Warner and more

Posted by Dale Buss on July 22, 2014 09:07 AM

TOP STORIES

Apple is gearing up for bigger iPhones (and iPhone sales).

Crocs plans layoffs and store closures in major restructuring move.

Facebook introduces "Save" feature.

Herbalife faces Enron-like fraud claim.

Time Warner moves to thwart bid by Murdoch.

MORE BRAND NEWS

Aldi cofounder dies at 94.

AT&T commits to supporting STEM and chants up the New York Yankees.

Allergan cuts 13 percent of workforce and drug research. 

Campbell Soup Co. focuses on Millennial moms as it introduces organic items.

Chipotle keeps booming as it rides increased prices.

Dick's celebrates the everyday athlete in new emotional spot

Express CEO hands reins to company’s president.Continue reading...

brand partners

Walk a Mile in GE's Shoes—On the Moon

Posted by Ilan Beesen on July 21, 2014 05:39 PM

It’s been 45 years since our species, or any other for that matter, first stood on the moon. Still, there are few things that can capture the imagination quite like the thought of people walking on that distant rock that shines down on us in the night sky.

There was the heroism of Buzz Aldrin and Neil Armstrong, the ingenuity of the NASA scientists, and technological prowess of the engineers at Grumman who built the Apollo Lunar Module. There was the grainy footage and the raspy audio that produced the resounding “one small step for man, one giant leap for mankind,” which is as poetic a phrase today as it was in 1969. And there was also a footprint.

Significant technology went into that footprint, but it wasn’t only NASA that made that iconic moonwalk possible. It was the silicon rubber developed by GE that gave the moonboot the strength to withstand the most hostile environment a human boot has ever endured.

Now, GE is revisiting that magical moment with a poetic gesture of its own. And this time, 100 earthbound sneaker lovers will be invited along for the ride, or at least have the opportunity to leave some footprints of their own—only not on the moon.Continue reading...

retail watch

From Faster Delivery to Kindle Unlimited, Amazon Just Keeps on Rolling

Posted by Mark J. Miller on July 21, 2014 03:30 PM

Amazon may be in a PR standoff with the publishing industry that is leaving both sides licking their wounds, but the situation doesn’t appear to be hurting Amazon’s bottom line. The company’s second-quarter revenue will be announced Thursday and the expectation is that it will continue “to gain share from brick-and-mortar retailers,” according to at least one observer.

Amazon Prime is one of the main ways Amazon continues to grow since its more than 25 million members on average purchase four times more than non-members. Also helping is its Sunday delivery service, which has recently been expanded to serve 15 cities including New Orleans. When the service kicked off last November, only New York and Los Angeles residents could take part. “Sunday delivery is clearly crossing errands off the weekend to-do list,” commented Mike Roth, Amazon’s vice president of North America operations, to New Orleans magazine.

As the Seattle Times also notes, anywhere Amazon has two-day delivery, it also has constructed a sorting center that allows the company to get products into the mailstream quickly and as close to the destination as possible. Sunday delivery is expected to see marked expansion in the coming months.

Sunday delivery may prove a big boon for another embattled industry.Continue reading...

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