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New York's Target Too Pop-Up Gallery: The Art of Thinking Outside the Big Box

Posted by Katie Conneally on March 27, 2015 07:35 PM

What’s a better way to make your brand be seen as high-brow and high-tech than to open a gallery in New York City’s arty Chelsea neighborhood?

That’s exactly what Target’s doing with its limited-time Target Too “brand experiment,” which brings brands found in Target stores together with high tech and chic design.

At a gallery pop-up installation that opened this week just off the High Line in Manhattan, visitors are “encouraged to download a mobile app that will transform the 12 murals, displays, sculptures and interactive stations into a design-meets-digital experience.”Continue reading...

week in review

Top 10 Stories of the Week: Arnie Watch to Southwest Rebrand Edition

Posted by brandchannel on March 27, 2015 05:02 PM

Arnold Schwarzenegger watch logo

Baselworld 2015: Arnold Schwarzenegger Debuts Movie-Inspired Watch Collection

Annie’s Homegrown is Helping Shape the Future of General Mills

Can Malaysia's Airlines Rise Above Problems With New flymojo Brand?

Build-A-Bear Goes Digital: CMO Gina Collins on Engaging "Beyond the Plush"

McDonald's Takes #ImLovinIt Global With 24-Hour, 24-City, 24-Country Event

Lay's Wavy Brand Chips Make Pinterest History with Cookbook

Warren Buffett: Heinz and Kraft $45 Billion Merger Is "My Kind of Transaction"

Starbucks Ends Race Together on Cups, But Diversity Campaign Continues

Cadillac CMO Ellinghaus on CT6, New Nomenclature at New York Auto Show

One Brand, One Heart: Southwest's Brand Refresh, From Souped Up Planes to Nuts

sip on this

Cola Wars: Pepsi Regains No. 2 Spot as Coca-Cola Sales Rise in 2014

Posted by Dale Buss on March 27, 2015 04:04 PM

It's easy to view the entire carbonated soft drink business as a Titanic, where all the competing brands can do is rearrange the deck chairs before the ship inevitably, someday, sinks.

But the latest annual industry report card by the authoritative Beverage Digest magazine shows some signs of life for both Coke and Pepsi which suggest it's too early to write off either of these powerhouse global brands.

Coca-Cola CEO Muhtar Kent has been catching some flack lately for his continued determination to ride the Coke brand above all else through thick and thin, through shareholder dissension and every report that underscores the difficulties of such a strategy.

And lo and behold, Beverage Digest reported that Coke actually eked out 0.1 percent growth in volume last year, marking the first time that has happened since 2000.

A lot of credit goes to the 2014 summer promotion launched by Coke, Share a Coke, which used hundreds of first names on cans to personalize the purchasing and consumption process.Continue reading...

tech style

First, Let Me Take a Wrist Selfie: Kenneth Cole Reveals Connect Smartwatch Line

Posted by Sheila Shayon on March 27, 2015 03:09 PM

Kenneth Cole Connect smartwatch wearable tech

Baselworld 2015, which wrapped on Thursday, was certainly the year of the smartwatch.

The world's biggest watch showcase saw a slew of wearable tech announcements, including Gucci (in partnership with will.i.am); TAG Heuer (teaming with Google and Intel); Tissot; Frederique Constant; Vector (integrating into the smarthome with Nest); Breitling; and Mondaine.

Add Kenneth Cole to that list, as it closed this year's Baselworld by announcing its first smartwatch in partnership with the Geneva Watch Group: Kenneth Cole Connect.Continue reading...

branded entertainment

Orlando Bloom's Brand-Backed Motorcycle Movie Revs Up For Release

Posted by Shirley Brady on March 27, 2015 02:06 PM

Actor Orlando Bloom has produced his first documentary, and it's backed by some iconic brands, including Belstaff, purveyors of leather jackets and old hands in the branded entertainment space.

The film, directed by French filmmakers Clement Beauvais and Arthur de Kersauson and titled The Greasy Hands Preachers, follows a group of motorcycle riders across the globe and "explores the deep satisfaction of manual work through the passion of motorcycle enthusiasts."

In addition to Belstaff, it's also backed by BMW, Motul and Kickstarter supporters, and premiered at the San Sebastian film festival in September.

Now it's getting ready for its video on demand release on Mar. 29 (available on Vimeo for $6.99 to rent or $12.99 to download) and cinema release.Continue reading...

celebrity brandmatch

How David Beckham Plans to Become an Even Bigger Star in China

Posted by Mark J. Miller on March 27, 2015 01:01 PM

David Beckham Marina Bay Sands commercial

David Beckham’s soccer skills have taken him all over the globe and made him fabulously wealthy (and famous) in the process—but he's not resting on those laurels. While retired from the beautiful game, the 39-year-old is more active than ever, including working with the likes of adidas, H&M and Diageo.

His next focus is on building his brand in China, where he's embarking on a major push to become a bigger brand than Hello Kitty—or at least bigger than his wife Victoria's burgeoning fashion empire.

Such Beckham-branded products as sportswear, footwear, casualwear, high-tech and skincare will be headed to China this year as part of the footie star's venture with Hong Kong-based Global Brands Group, a spin-off of Li & Fung. The licensing deal, which originated with an agreement last year, aims to create a multi-billion dollar business in China in the next five years.Continue reading...


March Madness Becomes 'Marketing Madness' as Brands Get in the Game

Posted by Mark J. Miller on March 27, 2015 12:02 PM

March Madness continues to draw a ton of eyeballs and wherever the eyeballs are, the brands will inevitably follow. The number of eyes this year, though, have not grown as exponentially as in years past, partially due to the aging of the live-streaming business; there are no new ways for viewers to consume these games and a large majority of the people who would use live-streaming are already doing so.

Still, according to the Wall Street Journal, fans consumed 11 million hours of games via live-stream in the first week. The number of streams rose 7% from the same period last year, which is all well and good except that from 2013 to 2014, the number of streams jumped 40% and from 2012 to 2013, that same number jumped a whopping 158%.

That kind of growth may be over, but that’s not stopping brands from getting in on the Madness—even if they can't use the term "March Madness" because they're not an official NCAA sponsor.Continue reading...

celebrity brandcasting

High Stakes: Willie Nelson Puts Name on Marijuana Brand

Posted by Mark J. Miller on March 27, 2015 10:02 AM

Willie Nelson has long been known as a cannabis connoiseeur. Now the country music legend is ready to monetize that love with his own line of marijuana and dispensaries known as Willie’s Reserve.

Consumers will be able to buy other strains of pot there, too, but Willie’s Reserve will be the one getting the most PR love certainly. 

“It will be like when you walk into a Whole Foods store,” Michael Bowman, Nelson's spokesman for Willie’s Reserve and a veteran of the pot legalization wars, told the Daily Beast, which broke the story.

“Whole Foods has their 365 brand, or you can buy Stony Brook, or you can buy Horizon… It’ll all fall under that umbrella of ‘here’s our core beliefs, and here’s our mission statement,’ and they will be a part of that, to be a part of us.”Continue reading...

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