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...

bc q&a

Stirring the Cup: 5 Questions with Chobani CMO Peter McGuinness

Posted by Rami Levi on October 20, 2014 12:37 PM

Chobani has been on a tear lately, launching the #StopSadBreakfast campaign in the US and partnering with Lyft among other ways to differentiate the brand in the crowded Greek yogurt space.

Looking to save sad breakfast sufferers from manufactured muffins, soggy cereal, bland oatmeal and burnt toast, Chobani invited commuters in New York's Grand Central station to stop by for some free Chobani Oats, a new whole grain steel-cut oats and ripe fruit product which is unique to the category. Chobani also served cups of its yogurt-oats blend to breakfast sufferers on-the-go near Manhattan's Bryant Park.

The supporting content and social marketing pokes fun at sub-standard breakfasts while "faux PSAs" running on The Onion and other sites reinforce the theme.

The brand also partnered with the Lyft car service by creating a "Chobani Mode" on its app that enabled special hand-deliveries of cases of Chobani's limited-edition Pumpkin Spice yogurt, its fastest-selling flavor ever.

With more innovation on the horizon, Peter McGuinness, chief marketing and brand officer for Chobani, spoke with brandchannel's unabashed brand fan Rami Levi (high-fiving his Lyft delivery above) about how he plans to sustain the buzz.Continue reading...

mobile commerce

Apple Pay Launches Without Starbucks and Walmart

Posted by Sheila Shayon on October 20, 2014 11:17 AM

As CEO Tim Cook said last week, "We believe Apple Pay is going to be huge” and will "transform mobile payments.”  And the big day is here.

Apple Pay debuted Monday to more than 10 million iPhone 6 and 6 Plus owners. Apple has lined up over 220,000 retailers including Staples, RadioShackMcDonald's, Macy's, Chevron gas stations, Walgreens and Panera Bread that will accept payment, and Visa, MasterCard and American Express plus more than 500 banks including Bank of America and Citi are on board. 

While Google's Wallet met with resistance and was blocked by wireless carriers, Apple took some of the best features of Google’s model and simplified it by seamlessly integrating hardware and software.Continue reading...

campaigns

RedRug: IKEA Remake of The Shining Halloween Ad is Not to be Missed

Posted by Shirley Brady on October 20, 2014 10:12 AM

From the wags behind the award-winning Apple-mocking "bookbook" commercial extolling their visionary print catalog, IKEA's Singapore team is back with a Halloween ad that channels Stanley Kubrick's creepy Stephen King classic, The Shining, complete with a play on the "redrum" motif. Watch it (if you dare) below.Continue reading...

brand news

Brand News: Apple Pay Day, IBM Chips Down, Microsoft Smartwatch and more

Posted by Dale Buss on October 20, 2014 09:15 AM

TOP STORIES

Apple Pay rolls out today to an audience of more than 10 million iPhone 6 and 6 Plus owners, with holes in the system and restaurants prepared to accept, though retailers struggle with anonymity aspects.

IBM sells chip unit for $1.5 billion as revenue drops again.

Jaguar Land Rover reportedly in talks for US plant.

Microsoft "within weeks" of unveiling smartwatch just in time for holidays.

Reebok attracts $2.2 billion bid for owner adidas.Continue reading...

sporting brands

Reebok Draws $2.2 Billion Bid to Owner adidas as Both Brands Seek Fresh Start

Posted by Mark J. Miller on October 20, 2014 08:45 AM

Back in 2005, it cost only $3.8 billion for adidas to buy Reebok, the sports shoe and athletic wear brand founded in England and named after a South African antelope. Unfortunately for Germany’s sportswear giant, it hasn’t proved to be a good investment and now struggling itself, it's set to unload Reebok, according to the Wall Street Journal.

adidas shares rose on the news Monday morning of the rumored offer by “an investor group that includes [Hong Kong-based private equity firm] Jynwel Capital and funds affiliated with the Abu Dhabi government” for $2.2 billion. It would likely be happy to see the Reebok name off of its ledgers since its sales continue to fall, dropping by more than a third since 2006 to $2 billion last year.

This should have been a boom year for adidas as it sponsored the FIFA World Cup in Brazil—but as Interbrand's new Best Global Brands report comments, it "did not gain quite the competitive edge expected." And as Reuters notes, its shares were down 41 percent this year before the day started. It remains unclear, though, if the top brass at adidas will accept the $2.2 billion offer for Reebok.Continue reading...

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