Learn more about Sustainable Brands 2015 San Diego

tech talk

Service Branding for Tomorrow: It’s All in the Cards

Posted by Justin Dean on March 26, 2015 03:01 PM

Instead of having people navigate to brand destinations—say, a store, a website, a Facebook page, or even an app—brands have instead started navigating themselves to people in new ways.

As new mobile devices begin to remodel behavior like memory foam mattresses, brands are becoming ecosystems of objects, aggregated in various ways, and delivered on a range of devices.

As Paul Adams from Intercom has written, service brands today must design systems, not destinations.Continue reading...

brand survivors

On the Rebound: Hostess Shoots Hoops with 'Penguins' as S&P Rating Improves

Posted by Mark J. Miller on March 26, 2015 02:45 PM

Just two years after it went through its painful breakup and reorganization, Hostess Brands has received some welcome news: Standard & Poor’s has upgraded it from “B-” rating to a “B.”

While a “B” rating is still considered “speculative grade,” S&P reports, “Operating performance during fiscal 2014 has exceeded our expectations.”

There is, however, still plenty of room for improvement for the Kansas City, Missouri-based company.Continue reading...

tech in the spotlight

Twitter's Periscope App Challenges Meerkat for Live-Streaming Video

Posted by Sheila Shayon on March 26, 2015 01:10 PM

Meerkat, the darling of SXSW, may have met its match with Periscope, Twitter’s latest $100 million acquisition in the live-stream video race.

Periscope enables users to broadcast video streams and respond in real time—it lets your Periscope followers know you’re live with a whistle notification.

“We want you to see the world through other people’s eyes,” 26-year-old Periscope co-founder Kayvon Beykpour told Buzzfeed. “The magic moment in Periscope is when you realize you can affect what you’re seeing. This isn’t live-streaming—it’s teleportation.”

With a few weeks head-start, Meerkat claims more than 100,000 users, including Red Bull, Starbucks, the Miami Dolphins, Jimmy Fallon and Madonna. BuzzFeed used it to live-stream the vigil for Zayn Malik, on his exit from One Direction.Continue reading...

sporting brands

adidas Adds Customization and Quicker Turnaround to Boost Sales

Posted by Mark J. Miller on March 26, 2015 12:02 PM

adidas is offering expanded color and customization options as well as quicker production times—all in the hopes of bringing in more revenue. The move includes the new Pharrell Williams' Supercolor collection as well as increased customization options.

adidas’ NEO teen fashion brand gets a new product through its production cycle in 45 days, compared with the 12 to 18 months it normally takes, Reuters reports. So adidas is adopting the production innovations from NEO’s supply chain and moving them into all of its other products. The initial marketing push will be to Los Angeles, New York, London, Paris, Shanghai and Tokyo.Continue reading...

social marketing

Century 21 NCAA Twitter Campaign With Detlef Schrempf Almost Makes the Shot

Posted by Shirley Brady on March 26, 2015 11:55 AM

Century 21 Detlef

Century 21's new US social media campaign features retired basketball legend Detlef Schrempf, in a tie-in that's supporting his foundation.

The 1984 "Sweet 16" champ reads NCAA tournament-themed tweets and adds another word of his choosing, in response to Twitter users who've been encouraged in recent days to participate via the hashtag #DetlefSayMyTweet — but only if they don't use brand names and don't mind not being identified.Continue reading...

sporting brands

Converse "Made By You" Campaign Inspired by Fans

Posted by Sheila Shayon on March 26, 2015 11:05 AM

Converse is leveraging fan word-of-mouth to amplify the brand in its latest global campaign, “Made By You,” in which fans' personalities are infused in the products.

Once Converse noticed its Chuck Taylor All Star fans sharing thousands of photos each day, reports The Drum, it set out to craft the campaign featuring customization and visual storytelling. 

Speaking at Microsoft’s Advertising Week Europe panel yesterday, Chris Marsh, social media manager at Converse, described the campaign's vision. “We’re arguably the most iconic footwear of all time. One of the great things about our product is that it’s one of the only few in the world that when you take it out of the box it actually gets better.”Continue reading...

brand news

Brand News: adidas x Pharrell, RadioShack Privacy, Uber Safety

Posted by Shirley Brady on March 26, 2015 09:12 AM

TOP STORIES

adidas reveals growth strategy to investors (including manufacturing shift from Asia) and new line with Pharrell Williams.

RadioShack alarms by putting customers' personal data on list of assets being sold in bankruptcy auction.

Uber announces safety measures to restore trust in brand.

Twitter launches Meerkat rival Periscope to praise.

Apple finds luxury supporters for Apple Watch, brings iPhone trade-ins to China and taps Trent Reznor to help craft new music streaming service as CEO Tim Cook vows to give away fortune.Continue reading...

social media watch

F8 Facebook Developer Conference: All About Messenger Platform

Posted by Sheila Shayon on March 25, 2015 05:17 PM

Facebook has changed the social sharing behavior of 1.4 billion people, and now it plans to turn those one-to-one interactions into a much bigger communication for Messenger’s 600 million users.

CEO Mark Zuckerberg confirmed at the F8 Facebook Developer Conference that the company is opening up the Messenger Platform to third-party apps, calling it an "exciting, big new area and opportunity for Facebook,” as developers bring "rich new ways" to have conversations.

Information accidentally leaked before the two-day conference in San Francisco, and shared by TechCrunch, touched on the Messenger announcement. Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
LanamrqLanmarq
Highlighting the Present—and Future—of Branding in Latin America and Iberia

Advertisements