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...

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...

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