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place branding

Greater Danes: Denmark Expands Presence in Copenhagen and America

Posted by Mark J. Miller on March 6, 2015 11:55 AM

Denmark's capital city of Copenhagen would like to get a bit bigger to help it draw a few more tourism dollars, but there’s no real way to grow it geographically.

So the city is attempting to get a bit clever and include a neighbor in its tourism marketing efforts as well—Sweden, which is no slouch when it comes to place branding.

The leaders of Copenhagen are hoping that the good folks of the southernmost province of Sweden, Skåne, that borders the city will be up for identifying themselves as Greater Copenhagen.

The region is already known as Øresund, but that name doesn’t exactly ring a bell for anybody who lives outside of the region.Continue reading...

bc q&a

The Pop-Up Queen: 5 Questions with Melissa Gonzalez on Making Retail Pop

Posted by Sheila Shayon on March 6, 2015 11:34 AM

The concept of brick-and-mortar stores continues to evolve, and immersive pop-up stores are one avenue for brands to develop deeper connections with customers.

Even Apple, the epitome of a brand with strong real-world presence, is building pop-up boutiques in luxury stores in Paris and London in anticipation of Monday's Apple Watch reveal.

The trick is how brands can make pop-ups, which are temporary by nature, work. So we asked Melissa Gonzalez, who left a career on Wall Street to follow her passion and become a brand activation and pop-up architect, to share her insights.

The author of The Pop-Up Paradigm and founder of The Lion'esque Group in New York has produced more than 80 pop-up retail experiences in New York City and the Hamptons, and further afield in Los Angeles and at South by Southwest in Austin, Texas, since 2009.

“The key to having customers really connect and the way to build relationships for customer loyalty is authenticity, then curation—like having a BFF who does both. Now that’s value-add,” she explains.Continue reading...

brand news

Brand News: PeTA vs. Ringling Bros.—Round 2—and More

Posted by Dale Buss on March 6, 2015 09:20 AM

TOP STORIES

Apple nears music subscription service powered by Beats as Apple Watch frenzy builds ahead of Monday's debut with elite brand partners getting VIP access.

CNN tests ways to mix ads with news as The New York Times invites aspiring filmmakers to produce native ads.

Amazon joins Alibaba’s Tmall as e-tailer lobbied to rename "Amazon Mom" program.

McDonald's plans to launch smartphone app as anti-antiobiotic chicken move shakes up restaurant industry.

PeTA responds to Ringling Bros. decision to retire elephants by 2018 with counter-video demanding immediate retirement.Continue reading...

bc q&a

Wear Your Impact: 5 Questions with The Base Project's Chris Akin

Posted by Corey Lewis on March 5, 2015 06:02 PM

As the story goes, The Base Project started one night over dinner in New York. Brothers Doug and Chris Akin were griping about their day jobs, and wishing they could use their skills and connections to help others.

Now they're living their dream as partners with local artisans in Namibia and Ghana to make fair trade bracelets and travel bags. The socio-entrepreneurs have built more than a socially-conscious fashion brand—they're created a bridge for others without their opportunities to live their dreams. 

Not only are the artisans' sustainable goods exported to global markets, they're developing business skills, building their communities and futures, and gaining access to global markets, with the goods now available at Nordstrom, Holt Renfrew, Urban Outfitters, TOMS and other retailers.Continue reading...

media brands

Apple TV Slims Down for HBO Now (and Game of Thrones Then)

Posted by Mark J. Miller on March 5, 2015 05:37 PM

It's been a long time since HBO's iconic tagline—"It's Not TV. It's HBO"—applied, given the availability of the premium network on the web, smartphones and tables via the HBO Go service.

The only catch is that HBO Go is (ahem, technically) exclusive to cable, satellite and telco TV subscribers with HBO in their pay TV packages. It's also on Xbox, Amazon Prime and available to Comcast customers with Roku devices.

HBO Go also launches today on PlayStation 4—but Comcast is none too pleased and reportedly (reportedly) blocking access to it, just as it did with HBO Go on PS3.

And next month, Comcast and its competitors will have even more to worry about. Continue reading...

sustainability

McDonald's New CEO Vows to Not Chicken Out on Healthier Food

Posted by Sheila Shayon on March 5, 2015 03:07 PM

McDonald’s has suffered the biggest sales decline in its 75-year history, as consumers choose healthier rival chains like Chipotle, Shake Shack and Panera Bread, which only sell antibiotic-free products.

So the world’s largest fast-food restaurant chain has announced it will stop serving chickens fed and injected with antibiotics at its 14,000 US restaurants.

In addition, McDonald’s US restaurants will soon offer customers milk jugs of low-fat white milk and fat-free chocolate milk from cows that are not treated with rbST, an artificial growth hormone.Continue reading...

cola wars

Coca-Cola Adopts One-Brand Strategy in Europe and the US to Clear Up Confusion

Posted by Mark J. Miller on March 5, 2015 01:15 PM

The Coca-Cola Company spends a lot of time, energy and money marketing its many different brands.

The company, however, is taking a different tack in the UK and put all of its Coca-Cola products—Coca-Cola, Diet Coke, Coke Zero and Coke Life—into a unified brand architecture to clean up any confusion in the marketplace—especially around its beverage brands with reduced sugar and calories. (Update: And in Spain and 11 other countries including the US, as noted below.)

The rationale: Commissioned research showed that UK consumers do not fully understand the difference between the four brands, with five percent having no idea that Coca-Cola has no sugar or calories, for example.

Now, by putting them all under the Coca-Cola name, the global beverage giant hopes to differentiate them on the actual packaging.Continue reading...

sustainability

Keurig Pressured on Sustainability as Coca-Cola, Dr Pepper Adopt Pods

Posted by Sheila Shayon on March 5, 2015 11:55 AM

Almost one in three American homes has a pod-based coffee machine. Last year alone, K-Cups, king of the single-serve, brought in $4.7 billion for its maker, Keurig Green Mountain.

Another eye-popping stat: John Sylvan, father of the K-Cup, estimates that Keurig single-cup brewing machines produce 10 times more solid waste than a single-cup serving made in a drip machine.

That dilemma—consumers love them, explosive growth and the cost to the environment—is putting massive pressure on Keurig, especially as it's opening its doors to other brands including Coca-Cola and Dr Pepper Snapple brands, and making a move in the coming year into the at-home pod system market. Continue reading...

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