retail therapy

Whole Foods Values Matter: A New Campaign Tells A Familiar Story

Posted by Darcy Newell on October 21, 2014 01:12 PM

This week, Whole Foods Market debuted its first national advertising campaign across the U.S. Though the company has been around since 1980 and has grown to 381 stores nationwide, it has previously focused on communicating at the local and regional levels, touting specific or seasonal offerings, rather than sharing a unified, high-level message.

Since its beginning, Whole Foods has held on to its share of a market it essentially defined. After all, before Whole Foods’ launch three and a half decades ago, consumers didn’t have a resource for healthy, organic and ethically-sourced food, and for a long time, Whole Foods stores were the only place to find it. 

Today, however, new options—like grocery stores, Community Supported Agriculture (CSAs) groups and organic food delivery services—continue to emerge to challenge Whole Foods’ market dominance. Many of these players tout an evolved proposition—giving the healthy and environmentally-inclined consumer delicious fare that satisfies his or her appetite, conscience, and—this is new—wallet.Continue reading...

chew on this

Chipotle Founder Disses Competition Even While His Own Stock Falls

Posted by Mark J. Miller on October 21, 2014 12:22 PM

Chipotle founder and co-CEO Steve Ells was feeling pretty spiffy about his company Monday when it announced that same-store sales had gone up 19.8 percent last quarter, as compared to the same time period last year. (McDonald’s, meanwhile, reported a 3.3 percent decline today.) Ells was feeling so good that he went ahead and told the world exactly how he thought his “short-sighted” competitors were doing everything wrong.

“The traditional fast food sector has traded food quality and taste for low-cost and ease of preparation,” Ells said, according to Fortune. “[The fast food industry] has aggressively marketed low prices to entice customers to visit more often, which has resulted in the need to reduce cost by cheapening ingredients and by compromising the overall dining experience.”

Ells went on to say that no shortcuts can be taken, since customers, particularly millennials, “are increasingly unwilling to compromise.” This is a demographic that Chipotle is markedly interested in and has attracted with its long-term dedication to sustainability efforts. Continue reading...

brand news

Brand News: IBM, McDonald's, Coca-Cola and more

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

TOP STORIES

Apple drives record profits with sales of new iPhone as China-backed hackers reportedly infiltrate iCloud.

Coca-Cola hatches initiatives to stoke growth after results disappoint.

IBM faces pressure for another big overhaul after CEO Rometty abandons 2015 earnings goal.

McDonald's profit plunges more than expected as it faces problems from high prices and from losing famlies.

& iconic designer Oscar de la Renta dies at 82.Continue reading...

branded entertainment

Jordan Brand Taps Funny Side of Blake Griffin and Chris Paul for Late-Night TV

Posted by Dale Buss on October 20, 2014 05:28 PM

They've both already demonstrated their commercial chops for a variety of brands. Now NBA stars Chris Paul and Blake Griffin want to show off their comedic skills—and Nike's Jordan shoe brand is only too happy to showcase the two pro-basketball all stars. Call it Jordan Branded Entertainment.

The duo are natural funnymen for the brand's first foray into original programming. Paul has made his mark as an endorsement personality in campaigns such as State Farm's separated-at-birth scenario that focuses on "giving assists," while Griffin probably is best known for his work for Kia, including taking a flying leap over a Kia that was blocking him in the paint. Continue reading...

social media

Snapchat Tests Opt-In Advertising

Posted by Sheila Shayon on October 20, 2014 04:25 PM

US advertisers are projected to spend $6 billion on digital video ads this year, rising to $12.7 billion in 2018, according to eMarketer, and Snapchat and Foursquare are two brands jumping into that revenue stream with characteristic strategies.

The ad-free days of Snapchat ended this past Saturday as the photo-messaging app ran its first paid promotion, for Universal Pictures’ upcoming horror film Ouija, based on Hasbro's board game, to be released October 24.

Thinkmodo, the agency behind stunts for MGM’s Carrie remake and Fox’s Devil’s Due produced the campaign.Continue reading...

sporting brands

ESPN Replaces NBA RV With Hipsterish Hand-Lettered Campaign for New Season

Posted by Shirley Brady on October 20, 2014 03:40 PM

With the new NBA season tipping off on October 29, ESPN is debuting the first spot of its new brand campaign for NBA on ESPN featuring the tagline “This is Your Game.”

The intent of the campaign is that no matter what you're a fan of, this season there's something for everyone ("from comebacks to redemptions, to rivalries and killer dunks").

Check out the slightly hipsterish, almost-twee (but certainly on-trend) hand-lettered campaign, with more details, below.Continue reading...

retail watch

Let Target Be Target: CMO Vows to Learn From Customers, Stay True to Brand

Posted by Dale Buss on October 20, 2014 02:44 PM

Target suffered its massive data breach almost a year ago, and you can bet the company is doing everything possible not to let a simliar incident spoil the just-dawning Christmas-shopping season, which is going to be challenging enough for retailers.

But there was something else that Target executives learned when the company was rocked by the cyberhack: Time had passed by their brand, not just their digital-security procedures. And in the "surrender or fight" season they experienced with that epiphany, the retailer's top marketer said, they believe they set in place the pieces for a brand renaissance.

Speaking at the ANA Masters of Marketing conference last week in Orlando, Target CMO Jeff Jones impressed the audience with his frank discussion about what the company learned about its brand in the midst (and wake) of the data breach.Continue reading...

celebrity brandmatch

Beats by Dre Buffs Up LeBron's Legend with Short Film

Posted by Mark J. Miller on October 20, 2014 01:27 PM

Basketball fans in Cleveland were so irate four years ago when LeBron James decided to leave the Cavaliers and join the Miami Heat that some took to the streets and burnt his jersey. But now, after winning two NBA titles, he’s back and they are ready to give him anything he may need.

No matter how great James was in his first run with the Cavs, he had a hard time attracting quality players to join a team that had a long history of losing. Now the Cavs are the city’s best hope to break a 50-year title drought. The NFL’s Browns took the top spot in the NFL in ’64.

But LeBron is back, baby, and one brand that is jumping onboard is Beats by Dre. In a new video campaign from the Apple-owned brand, James goes back to his hometown of Akron, Ohio, where he sees plenty of “Welcome Back” signs. Fans, meanwhile, get to see the shirtless James working out, sweating hard, and listening to tunes on his Beats. "Don't ever forget where you came from," James says.Continue reading...

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