rebranding

OpenTable Rebrands As More Than Just Reservations

Posted by Mark J. Miller on March 4, 2015 03:04 PM

OpenTable has tied itself to restaurants pretty firmly, particularly with its tagline, “Make restaurant reservations the easy way.” But the company, which services over 32,000 restaurants in six countries, wants the world to know that it’s about more than making reservations.

It has rebranded with a new logo, motto and attitude—the first time the 17-year old company has done so in over a decade.

The new tagline, “The table is just the start…” helps deliver the brand’s message, as detailed on its website: “It’s the start of a new idea, renewed friendship, healthy debate, a cuisine first tasted, a great night out or the year ahead. There are so many universal, shared experiences that we create, capture and celebrate. And they all begin around the restaurant table.”Continue reading...

retail

Target's $2 Billion Layoffs Savings Aim for Mobile, Hispanic and Smaller Stores

Posted by Mark J. Miller on March 4, 2015 01:39 PM

Following a few rough years—think data breach and failed expansion into Canada—Target is aiming atputting itself back on track, but it will be at the expense of more than a few employees.

To help cut $2 billion from its costs in the next two years, Target CEO Brian Cornell told analysts on Tuesday that the retailer is going to send thousands of its employees packing, Reuters reports.

Those cuts will mostly come from the retailer’s US headquarters in Minneapolis and offshore, in India. In addition, the company will continue to try to find ways to bring more Millennials and Hispanics into its stores and online sales channels, including through targeted marketing, a greater focus on design and investments in mobile.Continue reading...

brand collaborators

Volkswagen and Björk Break the Sound Barrier at MoMA

Posted by Sheila Shayon on March 4, 2015 12:10 PM

While musician/artist Bjork is no stranger to combining technology with music, her new retrospective exhibition (which opens at New York's Museum of Modern Art on Saturday) is a groundbreaking collaboration and showcase for Volkswagen's audio tech.

And luckily for all museum-goers, early previews indicate that the crossover of sound technology, culture and curation successfully meld to create a new, more personalized and interactive museum experience.Continue reading...

bc q&a

Getting Fresh: 5 Questions with Bolthouse Farms CMO Suzanne Ginestro

Posted by Dale Buss on March 4, 2015 10:06 AM

Bolthouse Farms, acquired by Campbell Soup in 2012, has matured as a marketer and become a regular part of the healthy food marketing conversation.

For example, Bolthouse is a major player in the new initiative launched by Michelle Obama's Partnership for a Healthier America (PHA) to rebrand fruits and vegetables as "FNV."

And just this week, it created buzz with its #urwhatupost social media "food porn" campaign depicting unhealthy food choices shared on social media, whether mentions or images.

On average, Bolthouse’s "food porn index" calculates that only 37 percent of the 1.7 million food hashtags posted each day feature fruits or vegetables.Continue reading...

brand news

Brand News: Apple, Target, Toyota and More

Posted by Dale Buss on March 4, 2015 09:02 AM

TOP STORIES

Apple Pay struggles with fraud as Apple Watch wins major design award and appears on Chinese fashion magazine.

Citigroup deal to sell its subprime lending business shrinks the bank's umbrella.

Uber makes first acquisition with deCarta mapping deal.

Toyota shores up management team, elevating foreigners (and first woman) to top posts.

Target cuts several thousand jobs in reorganization towards digital as it launches Hispanic ad campaign.Continue reading...

branded content

Why Starbucks is Exiting the Music Business and Embracing Filmmaking

Posted by Sheila Shayon on March 3, 2015 06:09 PM

Starbucks CEO Howard Schultz is on a mission to change the world, from wages to veterans to communities on the brink of collapse. Now he's steering the company into the brands-as-publishers business, investing in content creation by backing documentaries about the social issues he wants the company to take a stand on.

As Starbucks exits the music business, pulling its point-of-sale CD sales rack and unwinding its Hear Music joint venture, it's getting into video instead of audio—a troubled business that even Starbucks can't fix—with a new video production company.

As yet unnamed, it will focus on TV and film projects with "social-impact content," as the journalist leading the effort for Schultz phrased it on social media.Continue reading...

bc q&a

Pizza To Go: 5 Questions with Pizza Hut Chief Digital Officer Baron Concors

Posted by Dale Buss on March 3, 2015 03:31 PM

There was a time when pizza chains battled over crusts, toppings and delivery times. At the Mobile World Congress in Barcelona this week, Pizza Hut and Domino’s demonstrated that today’s challenge is about making digital ordering quick, informative, intuitive and accurate.

Pizza Hut announced a new mobile initiative with Visa and Accenture to test mobile and online purchases in connected cars, while Domino's unveiled its smartwatch ordering app for Pebble and Android Wear.Continue reading...

cause marketing

Love Has No Labels PSA Goes Viral With 14 Million Views on Facebook

Posted by Shirley Brady on March 3, 2015 03:07 PM

The Ad Council today released the commercial for Love Has No Labels, a public service campaign that debuted as a social media logo takeover involving leading brands during February's Black History Month and Valentine's Day.

Featuring "Same Love" by Macklemore and Ryan Lewis with Mary Lambert, the new video shows couples embracing behind an x-ray screen that shows a skeletal view to a puzzled crowd—until they reveal themselves as the diverse, loving couple that they are.Continue reading...

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