branding together

P&G Boosts Tide Coldwater Eco-Benefits for Home and Professional Use

Posted by Sheila Shayon on October 13, 2014 11:06 AM

It’s a good day for sustainability when two corporate giants announce a partnership to ensure environmentally sound products, largely in response to consumer demand.

Procter & Gamble and DuPont have announced a change to the cellulosic ethanol used in the companies' co-created  Tide Coldwater Clean detergent, designed to tackle laundry in cold water conditions and result in "dramatic" energy and cost savings.

DuPont will produce the ethanol at its Nevada, Iowa biorefinery, with zero carbon emissions and a goal of 30 million gallons processed annually, sourced from agricultural waste.

With increased competition from popular green brands like Method, the cleaning product titans see an opportunity to ride that wave to financial reward.

Earlier this year P&G, which affirmed its sustainability targets today, announced removal of phosphates from its detergents worldwide while pledging to join the sustainable palm oil consortium and use only certified or recycled materials.

Leveraging its scale, Tide Coldwater “powered by nature” will repurpose more than 7,000 tons of agricultural waste annually, “equivalent to the power needed to do all the washing in homes across California for over a month.”Continue reading...

branding together

UPS Touts Importance of NCAA Final Four Role in New Video Campaign

Posted by Dale Buss on October 8, 2014 06:02 PM

In advance of the start of college-basketball season, UPS—the NCAA’s official logistics and shipping partner—has fielded a new slate of YouTube videos that underscore the important relationship between the logistics company and the National Collegiate Athletic Association.

The videos (watch below) focus on how UPS helps college basketball and its many suppliers, including small businesses, prepare for the NCAA Men's Basketball Final Four each spring, which requires a massive display of logistics expertise and firepower to get the playing venue ready, establish pop-up outlets to sell licensed merchandise, and other tasks.Continue reading...

brand evolution

"We are Not Robots": TNT Repositions as The People Network

Posted by Sheila Shayon on September 30, 2014 10:14 AM

European logistics company TNT just launched a new brand identity highlighting their dedicated employees and unique European road network. The brand promise: “We transfer your goods and documents around the world tailored to your requirements with a focus on time-definite and day-definite pick up and delivery.”

The brand's new tagline, The People Network, pays tribute to the company's worldwide network of people who "go the extra mile to help customers grow their businesses."

"Customers are not barcodes and we are not robots,” stated Tex Gunning, CEO of TNT (front and center, below). “We all relate to what drives our customers: business growth with a personal touch. Taking time to understand what customers really need distinguishes us from others. We are The People Network."Continue reading...

bc q&a

Taking Care of Small Business: 5 Questions with GoDaddy CMO Barb Rechterman

Posted by Taylor Goddu on September 24, 2014 07:14 PM

Once known for its ticklish commercials that put innuendo in the spotlight, GoDaddy, an Internet domain registrar and web hosting company, has more than cleaned up its act—and people are taking notice.

By shifting away from the brand’s signature ads that amped up the sex appeal, GoDaddy is now appealing more directly to the small business owner and how they can help them. Moving forward, American auto racer, model and spokesperson Danica Patrick will still grace the GoDaddy’s media touchpoints, but in a different and seemingly less suggestive way.

Today, the brand's advertising, products and messaging emphasize time- and cost-efficiencies and being better able to leverage the web—without losing the brand's witty, irreverent, ass-kicking voice and approach.

brandchannel chatted with Barb Rechterman, GoDaddy's Chief Marketing Officer, to learn more about the brand’s evolving image (check out its new logo below), creative vision and go-to-market strategy, as well as how they’re staying authentic to the audience segments they serve.Continue reading...

campaigns

A Cleaner GoDaddy Woos Small Businesses With Harsh Truth Campaign

Posted by Shirley Brady on September 15, 2014 12:35 PM

Recanting for its titillating TV commercials and Super Bowl spots featuring Danica Patrick and other celebrities over the years, GoDaddy announced last year that it's cleaning up its act by losing the jiggle and innuendo in order to be taken more seriously. Losing money year-over-year and looking to go public, it faced few alternatives if it wanted to turn around its ailing business and expand its brand from Internet domain name purveyor to All Things Online for small businesses looking to stand out on the web.

Now approaching its $100 million IPO, it's continuing to mature with a new fall campaign that a press release describes as "a crisp illustration of the company’s strategic marketing shift, moving away from simple brand awareness to targeting small business owners about how GoDaddy’s products and services can make them more successful."

The first of four TV commercials (watch below) are described as using aggressive "foxhole humor" that aims for the funny bone with razor-sharp nails: "the brutal truth of what it's like to be a small business owner."Continue reading...

traveling brands

With Business Travel Booming, Brands Bring Sharing Economy to the C-Suite

Posted by Mark J. Miller on July 29, 2014 05:22 PM

Business travel accounts for hundreds of billions of dollars each year, and it's only growing. Despite the recent string of airline disasters, the Global Business Travel Association expects spending on business travel to go up around 7 percent this year, to about $1.18 trillion—$292.3 billion of that in the US, according to the New York Times. China, with a sustained 16 percent yearly growth rate, is expected to pass the US in travel spending by 2016. 

With plenty of money to be made, brands are tweaking their business models to accomodate the industry's influx.   

Airbnb, which is in the midst of a rebrand, is devoting an entire section of its new website to business travelers. "It's about making it easier to find accommodations that are appropriate for work trips," says Lex Bayer, head of business development and global payments at Airbnb, according to USA Today. The offering will cater to travelers that are looking to combine business with pleasure.Continue reading...

social media

LinkedIn Gives Brands a Publishing and Customer Service Platform Like No Other

Posted by Sheila Shayon on July 23, 2014 03:28 PM

LinkedIn is steadily becoming a major focus for brand marketing thanks to its commitment to value-added B2B services like self-publishing that allow brands to build themselves up online.

With an in-house ad business through its "Sponsored Updates" feature and its recent acquisition of Bizo and Newsle, LinkedIn is increasingly giving brands a platform to promote their content and services to other brands and potential employees.  

“Publishing solid, optimized content on LinkedIn allows you the opportunity to showcase your brand, and reach a significant amount of qualified potential customers, not only through LinkedIn’s own site search, but also via the search engines themselves," Business2Community notes. 

But beyond publishing, several brands are using LinkedIn's platform to generate some interesting conversations. A major innovator in the social travel space, KLM, has launched a service on LinkedIn that allows followers to ask travel-related questions. Alternately, Mercedes-Benz is using the site to promote its 2015 C-Class line with a “Driven to Perform” contest that will award a LinkedIn user with a two-year lease of a Mercedes C300.Continue reading...

branding together

Apple and IBM Partner to Transform How Companies Work

Posted by Shirley Brady on July 15, 2014 09:09 PM

Apple and IBM have struck a global partnership to work together to create business-software applications for iPhone and iPad users.

Highlights from the press release about the co-branded enterprise mobility deal:

The new IBM MobileFirst for iOS solutions will be built in an exclusive collaboration that draws on the distinct strengths of each company: IBM’s big data and analytics capabilities, with the power of more than 100,000 IBM industry and domain consultants and software developers behind it, fused with Apple’s legendary consumer experience, hardware and software integration and developer platform.Continue reading...

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