celebrity brandmatch

Viral Video Watch: Jeremy Lin Heads to Taiwan to Work (Undercover) for adidas

Posted by Mark J. Miller on October 21, 2014 03:24 PM

For a short period back in 2012, the world could not escape Jeremy Lin. His brand equity, near the bottom of the heap when the year started, shot up within a few short games as one of the New York Knicks to be equal with Kobe Bryant’s. His mere existence (and the public’s insistence on seeing him) was enough to help settle a massive contract dispute between Time Warner Cable and MSG Network, and there was only one word to describe what has happening: Linsanity.

But that kind of nuttiness couldn’t be maintained. The Harvard grad knew that even then. Now the 26-year-old California native is on the same squad with Bryant and aiming to help the Los Angeles Lakers rise to power again by bringing a steady, workmanlike presence to the team.

That attitude spills over into his new ad for adidas China, “Employee of the Year,” in which he plays a modest, unassuming store employee. Continue reading...

outdoor advertising

Out of Home But Not Out of Sight, CBS Outdoor Rebrands as Outfront Media

Posted by Sheila Shayon on October 21, 2014 02:42 PM

CBS Outdoor, one of the largest lessors of advertising space on out-of-home advertising structures and sites across the U.S., is rebranding as Outfront Media, marking yet another step in its larger-scale corporate transformation. This new identity supports efforts to position the company at the forefront of the growing out-of-home advertising sector.  

"Outfront captures exactly who we are as a completely reenergized company and where we'll be with innovative technology and creativity for our advertising clients," said Jeremy Male, CEO. "Our bold new identity—deployed nationwide from Times Square to the Sunset Strip—also represents the unmatched audience that our prime assets will deliver as we elevate our business and industry to new heights."

The rebrand follows a successful year, including an IPO in March, separation from CBS Corporation in June, conversion to a REIT in July, and the acquisition of outdoor assets from Van Wagner in October. It also follows the recent rebranding of outdoor advertising rival Clear Channel to iHeartMedia. Continue reading...

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...

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