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brand mascots

Brand Mascots: Ronald McDonald Rules Thanks to Taco Bell Campaign

Posted by Catherine Straut on October 30, 2014 04:01 PM

A successful mascot can make or break a brand. More than a marketing tool, brand characters can offer priceless longevity and recognition. Well before brands began engaging consumers with Twitter and Facebook, mascots were a key part of forging the humanization of corporations. Today, they are still used as an anchor for many a product and company’s campaigns, outreach and overarching narrative.

But not all mascots are created equal. Striking the right balance of timely and timeless while crafting a strong notion of personality and coining a catchy jingle or pithy tagline to solidify its presence in the consumer’s mind is no easy feat.

Why and how are some just a flash in the pan—or worse, an ongoing PR nightmare—while others become cultural phenomena or make the Madison Avenue Walk of Fame?Continue reading...

brand news

Brand News: Karl Lagerfeld, Philips, Omnicom and more

Posted by Dale Buss on September 23, 2014 09:09 AM


Apple releases new iPhone 6 TV commercials amid speculation regarding its plans for the Beats Music service.

NFL names a female CMO in PepsiCo veteran Dawn Hudson.

Karl Lagerfeld creates his own newspaper, Karl Daily, in content marketing move.

Philips spins off lighting business in corporate breakup to focus on fastergrowing healthcare markets, especially in Asia.

Omnicom forms CRM alliance with Salesforce.com and launches Instagram ads in the UK with Starbucks, Cadbury and others as CFO steps down.


Air France pilots vote to extend strike.

Atlantic City announces redevelopment plan as Revel casino group pulls plug on branded property.

AT&T and Chernin Group's Otter Media acquires Fullscreen YouTube multichannel network.

BMW hopes for high-tech halo with i8-focused campaign.

Baskin-Robbins survives frozen yogurt.

Betty Crocker cookbook app woos new generation of chefs.Continue reading...

chew on this

General Mills is Banking On New Flavors, Products and Grumpy Cat to Boost Sales

Posted by Dale Buss on July 10, 2014 04:29 PM

General Mills says it’s going to try hard to revive US cereal sales, but the CPG giant isn’t going to be content with re-inventing the wheel: The company also is investing heavily in a variety of other new products, in marketing to Millennials and in expanding its distribution in convenience stores and foodservice locations.

The company, like Kellogg's, has been stymied by a steady decline in sales of their traditional staple, ready-to-eat cereal. So part of its answer is to exploit more eat-away-from-home occasions where General Mills brands and products have never been a big part of the menu. C-stores have become a main target.

“Many of our snack items leverage our US retail brands and offer different formats and flavors specifically for our convenience-store customers,” said Bethany Quam, the company’s newly named president of convenience stores and foodservice, in a recent investor presentation.Continue reading...

brands we love

Costco's Equality Efforts Pay Off as LGBT Perceptions Rise

Posted by Mark J. Miller on June 24, 2014 06:36 PM

In yet another example of how the LGBT community is becoming more integrated in the US, a new study from YouGov BrandIndex shows that there isn’t a big difference between the companies that LGBT consumers like compared with the general population. The list of best-perceived brands in the general population shares about half of the best-perceived names on the LGBT list.

“As consumers, you would expect them to have the same likes and dislikes,” YouGov President and CEO Ted Marzilli told Marketing Daily. “When you look at the numbers, American society is looking to go more and more in favor of gay rights. Brands are no longer looking at this as a judgment call, but as a civil rights issue.”

Costco jumped 13 spots to No. 1 this year thanks to the high score it earned for its LGBT workplace-policy tracker on the Human Rights Campaign's Corporate Equality Index. Panera also made a big jump, going from No. 19 to No. 3, likely due to it putting more energy behind socially-conscious initiatives. It also "may just be that Panera’s stores are located in environments that are more liberal or predisposed to LGBT issues,” Marzilli told Marketing Daily.Continue reading...

brand news

Brand News: Best Global Green Brands, Costco, Avon and more

Posted by Dale Buss on June 24, 2014 09:39 AM


Ford tops Interbrand's 2014 ranking of the Best Global Green Brands.

Costco tops LGBT perceptions.

Avon cuts another 600 jobs.

News Corp. former executive editor Rebekah Brooks cleared of all charges in UK phone hacking case.

Amazon and Warner Bros. near resolution of pricing dispute.


Betty Crocker debuts gay-marriage support campaign.

BMW examines cars for Takata airbag problems.

Ferrari plans to cut emissions by 20 percent while boosting performance.

Jaguar's British Villains campaign sees extension on Sundance TV.Continue reading...

social media

After Cheerios Ad, General Mills Looks to Get Better Handle on Brands Across Social

Posted by Dale Buss on June 26, 2013 01:43 PM

Not settling for the social media stake in the ground comprised by its Cheerios ad featuring a mixed-race family, General Mills now is boosting social media and branded content efforts across 37 of its major brands.

The company just announced that it has implemented a newly upgraded system by tech vendor Spredfast to manage content publishing and consumer engagement across Facebook, Twitter, YouTube and other social platforms for brands including not only Cheerios but also Pillsbury and Betty Crocker.

The move is described as the second of two major steps that the processed-grain giant has been taking to establish itself as a significant player in social media.Continue reading...


Little Debbie Gets Subtle Makeover to Keep Snack Brand Fresh

Posted by Dale Buss on May 14, 2013 04:47 PM

Joining a long roster of freshened iconic-female CPG logos that includes Betty Crocker, Aunt Jemima and Wendy of fast-food fame, Little Debbie is getting a modern makeover. The face of the snack-cake brand is being tweaked by owner McKee Foods for just the third time since the iconic logo was introduced in 1960.

The difference between Little Debbie and the other three females is that she's the only real person who is still working in a key role with the company whose eponymous logo she inspired. Debbie McKee-Fowler is still an executive vice president of McKee, a family-owned, Collegedale, Tenn.-based company that was founded by her grandfather, O.D. McKee. Grandpa was inspired by the angelic visage of his three-and-a-half-year-old granddaughter to make her the fresh and appealing face of his new food enterprise.Continue reading...


Target's New Campaign a Tongue in Chic Lesson in How to Market Groceries

Posted by Dale Buss on January 7, 2013 04:11 PM

Leveraging its design chops in a whole new way, Target is launching a new multi-faceted marketing campaign behind its CPG products with a decidedly unique twist.

"The Everyday Collection" by Target isn't its latest limited edition designer collaboration. It's a minimalist campaign touting — wait for it — groceries, from cake mixes to laundry detergent, prenatal vitamins to cuts of steak. It's also applying its acknowledged sensibilities in fashion and design to promoting the, let's face it, more mundane SKUs in its inventory on behalf of its brand affiliates: consumer packaged goods.Continue reading...

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