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bc q&a

United Problem Solvers: 5 Questions with UPS's Doug Gibeaut

Posted by Dale Buss on March 10, 2015 10:04 AM

To reposition itself as more than just a package deliverer, UPS is rolling out a new United Problem Solvers campaign, which presents the company as a global supply chain specialist.

Of course, UPS has been promoting its brand for a long time, dating back to its 2002 "What Can Brown Do for You?" campaign. And in 2010, its "We [Heart] Logistics" global campaign demonstrated it could help just about any customer bust through supply-chain challenges around the world.

“It's very hard to get people to think differently about UPS," Alda Abbracciamento, worldwide managing director at UPS ad agency Ogilvy & Mather, told the Wall Street Journal. "While very well known, we've got to provide additional meaning to that."Continue reading...


NRF 2015: IBM Study Finds Retail Opportunity in Consumers' Expectations

Posted by Sheila Shayon on January 13, 2015 09:00 AM

On Monday, IBM promoted its iOS apps with Apple and its Watson data-driven insights to help retailers deliver more personalization and convenience to customers via mobile devices at the 2015 National Retail Federation Big Show conference in New York.

Today, new IBM research released at NRF 2015 shows why it's vital that retailers step up to meet those needs. The brand's four-year study identifies a disconnect between consumers' growing preference for online and mobile shopping—and the fallout created when retailers' digital behavior doesn’t meet their needs.Continue reading...


NRF 2015: IBM and Apple Debut Retail Apps as Watson Turns Personal Shopper

Posted by Sheila Shayon on January 12, 2015 05:15 PM

IBM Smarter Commerce retail app Apple iPad

IBM and Apple announced a partnership back in July to create a suite of apps for mobile devices and the enterprise B2B market. The latest sector the global brands are teaming up to improve: retail, with two new apps for retailers revealed today at America's National Retail Federation annual conference, aka the NRF Big Show 2015, in New York.

In anticipation of new consumer research being released at NRF, “Shoppers disrupted: Retailing through the noise,” IBM showcased the apps in a keynote presentation. Attendees and press were invited to check out the apps at IBM's booth as the latest additions to its Smarter Commerce offering, presenting new ways to satisfy shoppers' demand for personalization, curation and relevant recommendations.

IBM’s deep reach into analytics and cognitive computing, not to mention its big data big brain Watson, is powering the latest stage in IBM's toolbox to help retailers: enterprise apps and insight-driven tools to better engage, and retain, customers.Continue reading...

in the spotlight

Corning Welcomes a New Day With The Glass Age—and Gorilla Glass 4

Posted by Sheila Shayon on November 18, 2014 05:26 PM

Corning, the U.S. glass manufacturer responsible for protecting the majority of our phones, tablets and laptops, is promoting a new view on (and through) glass to generate buzz for new developments at the company.

First is a new spot which highlights the ways in which Corning's glass innovations can make "information move at the speed of light and stability coexist with versatility.” Everyday surfaces come alive with unprecedented benefits in The Glass Age, where glass-enabled tech and design are pushing the boundaries of innovation and emotion.

Corning worked with Omnicom agency Doremus on the new spot, continuing the partnership after the success of the brand's award-winning "A Day Made of Glass" campaign.Continue reading...

tech innovation

IBM Watson Brings Big Brain to DNA-Based Health App for Consumers

Posted by Sheila Shayon on November 13, 2014 01:28 PM

IBM expects the bioinformatics market will grow to $12.86 billion by 2020, and its super-computer Watson is the brand's ambassador-at-large, set to secure its place—and future—in banking, education, insurance, retail and healthcare, the focus of Big Blue's big news today. 

Watson, which is being actively commercialized by IBM as a B2B offering for others' apps and software, is at the heart of a major announcement that could mean the end of the annual doctor's visit.

A joint effort by IBM and Pathway Genomics will combine Pathway's personal DNA sequencing and biometric data with Watson's human language analysis and research capabilities to track and diagnose your health, and deliver it all through an app that should be available to consumers in mid-2015. Continue reading...

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...

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