auto motive

Honda Civic Goes Jekyll and Hyde in Double-Sided Promo

Posted by Mark J. Miller on October 31, 2014 05:12 PM

The new Honda Civic Type R is coming and the company wants the world to know that it isn’t just your everyday Civic. To illustrate the point, Honda UK has released an interactive short film, “The Other Side,” that allows viewers to immediately see the difference between the two models.

The film, made by W+K London, lets viewers toggle between two different segments, each featuring a different Civic. Each shot aligns with the same shot in the other film. One narrative is set during the day, and follows a dad picking his kids up from school and taking them to a surprise party. The other shot features the same man, but as a getaway driver in a big midnight heist.

To switch between stories, viewers only have to hit the letter "R" on their keyboards—a literal and fun way to reinforce the "Type R" model. Continue reading...

trademark wars

Trademark Watch: Dunkin' Donuts, GM, Mike Gundy and more

Posted by Jerome McDonnell on October 31, 2014 04:41 PM

Dunkin’ Donuts settles the Cronut debate, calls it like it sees it: In this case, the chain's croissant-doughnut hybrid is definitely not a Cronut, which we all know is the trademark of Monsieur Dominique Ansel. Rather, Dunkin' Donuts decided on a purely descriptive naming approach, and christened its new pastry the “Croissant Donut.” While Ansel received plenty of criticism for asserting rights to the word Cronut, this situation serves to perfectly illustrate what a trademark is and is not. A trademark is a name associated with a specific product from a particular provider; it is not an attempt to monopolize the actual product or how that product can be made. As Ansel puts it on his Facebook page, “McDonald’s has a burger named the Big Mac and Burger King offers one known as the Whopper. Neither prevents the other from serving up a hamburger.”

Meanwhile, brand and trademark folk will gladly weigh in on the merits of “Cronut” (a suggestive name) vs. “Croissant Donut” (a purely descriptive name). While there should only be one Cronut for this type of pastry, the Dunkin’ Donuts “Croissant Donut” will have to contend with versions from Jack in the Box, Japan's Mister Donut, Rich's Food Service, Disney (available at Epcot), and Moe's Doughs Donut Shop in Brooklyn—to name just a few. Continue reading...

week in review

Top 10 Stories of the Week: Wearable Tech, Dos Equis VR, GE Yo and more

Posted by brandchannel staff on October 31, 2014 03:30 PM

Our most-read blog posts of the week:

Athos, Ralph Lauren Up the Ante on Wearable Technology

Dos Equis Uses Oculus Rift for Most Interesting Halloween Masquerade

GE Goes Loco for Yo App

The North Face: This Land is Your Land, America, So Preserve It

OK Go Take Honda Robotic Unicycles for a Spin in New Video

Lincoln Launches in China with Moody, Artistic Campaign

Coca-Cola Names New CMO to Reinvigorate Brands and Sales

Brands Find Sustainability Moving to the Top of Major CSR Initiatives

Huawei Announces First US Sports Sponsorship: The Washington Redskins

Boo Who? 27 Halloween '14 Ads You Might Have Missed

sip on this

Starbucks Plans to Change a Morning Tradition by Testing Delivery

Posted by Dale Buss on October 31, 2014 02:55 PM

The world still thirsts for coffee, according to the 10 percent rise in Starbucks' third-quarter sales. So why not make it even easier to buy that morning java?

To that end, Starbucks plans to test delivery in the second half of 2015 in certain markets. In those as-yet-unnamed markets, Starbucks will be replacing the iconic morning tableau of long lines and endless vehicles in its drive-throughs with a much more convenient—albeit presumably more expensive—alternative.

"Imagine the ability to create a standing order of Starbucks delivered hot to your desk daily," is how Starbucks CEO Howard Schultz painted the picture on an earnings call with investors. "That's our version of e-commerce on steroids." Continue reading...

branded content

Branded Content Watch: Lexus, Zegna, H&M, Sony and more

Posted by Abe Sauer on October 31, 2014 01:45 PM

The Pitch: "Out of this World" for Nike Football

The Plot: Superhero Cristiano Ronaldo journeys to El Clásico on behalf of the Mercurial Superfly CR7 shoes.

The Verdict: The World Cup may be over but Ronaldo remains as popular as ever. Watch it, along with the latest in branded entertainment and content, below.Continue reading...

celebrity brandmatch

The Homecoming: LeBron James Tanks, But Still Gets Thanks

Posted by Mark J. Miller on October 31, 2014 12:55 PM

Last night, LeBron James made his first home appearance for the Cleveland Cavaliers in four seasons to great anticipation.

The city’s hopes for a championship are resting firmly on his shoulders, a responsibility that has been chronicled by ads celebrating his homecoming from pretty much every brand he endorses (and there are many): Nike, Beats by Dre, Sprite, Dunkin' Donuts, Samsung, Kia and State Farm, among others.

James, however, only scored with five of the 17 shots he put up, and turned the ball over to the winning New York Knicks eight times. "It was a special night," James said, according to ESPN. "But I'm also glad it's over."Continue reading...

corporate citizenship

Harley-Davidson and The Nature Conservancy Partner for Preservation

Posted by Sheila Shayon on October 31, 2014 10:44 AM

Corporate citizenship campaigns are becoming increasingly innovative as brands strive to amp up their sustainable image in light of growing consumer attention.

Case in point: Harley-Davidson and The Nature Conservancy have joined forces, and the unlikely pair has a shared goal: Mobilize a dedicated global community (hog riders) to raise enough funds to plant 50 million trees worldwide by 2025.Continue reading...

brand news

Brand News: #ChevyGuy, LeBron, Honda and more

Posted by Dale Buss on October 31, 2014 09:16 AM


Chevrolet rolls big with #ChevyGuy tongue-tied World Series fumble with #technologyandstuff hashtag as GM halts deliveries of Colorado pickup for air-bag problem.

Honda and Takata are sued over air bag defects as US officials also home in.

Nestle commissions empathetic robot to sell Nescafe machines in Japan as the New Yorker profiles Lowe's robot.

Starbucks slates e-commerce delivery for 2015.

LeBron James returns to Cleveland with a loss to the Knicks but a stunning Nike ad among sponsor tributes. Continue reading...

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