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brand history

Hellmann's, Buick Celebrate Big Birthdays for Iconic American Brands

Posted by Mark J. Miller on May 16, 2013 11:39 AM

Hellmann’s mayonnaise turns 100 this year and its owner, Unilever, is celebrating with the brand’s biggest marketing campaign ever.

"It's part of the culinary heritage of America," said Brian Orlando, Hellmann's senior marketing director, the Associated Press reports. "After 100 years, we decided it was worth going out and revisiting this brand and what it is today."

Unilever is shelling out for TV, print and digital ads for its “Bringing the Best Together” campaign as well as a Facebook page and YouTube videos “featuring chef Mario Batali cooking up Hellmann's recipes, a Smartphone app and a September event that will include the world's largest picnic table,” according to AP. 
Batali has been asked to create 30 recipes that incorporate Hellmann's to be shared via Facebook and the app. The TV ads, however, will focus on founder Richard Hellmann’s New York deli where the brand was first sold.Continue reading...


Chevrolet Seeks to "Find New Roads" As It Sheds "Chevy Runs Deep" Slogan

Posted by Dale Buss on January 8, 2013 03:43 PM

As rumored late last year, GM is dropping Chevrolet's lackluster "Chevy Runs Deep" slogan and replacing it with a tagline and positioning that the brand's management team believes is more forward-looking and will be more effective: "Find New Roads."

In dumping the introspective "Chevy Runs Deep" tagline — introduced in 2010 with narration by dulcet brand voice Tim Allen, the comedic actor who's also a Michigan native — and adopting a more outward-looking brand positioning, the GM marketing brain trust is taking a number of steps simultaneously.

They're aiming for a new external positioning that can serve more global purposes as "the touchstone for the brand as it devleops new products and technologies for sale in more than 140 markets," according to a GM statement.

Notably, Chevrolet also is adopting "Find New Roads" as an internal rallying cry, an actionable objective for its engineers, marketers and other staffers around the world both for purposes of internal branding and employee engagement in the mission of the brand.

"What we need to do is bring this to life, and it needs to become the thrust of the brand," Alan Batey, GM's interim CMO and its vice president of U.S. sales, service and global marketing, told brandchannel. "That's why the internal alignment is the starting point." External applications of "Find New Roads" will begin globally later in the first quarter, he said.Continue reading...


Universal Pictures Introduces New Logo for 100th Anniversary

Posted by Shirley Brady on March 6, 2012 11:25 AM

Paramount Pictures is celebrating its centennial on May 8th with a new logo that debuted in December. If you caught Dr. Seuss' The Lorax you may have noticed Universal Pictures' new animated logo for its 100th anniversary, which is coming up on April 6th.

Created by Weta Digital, it features Brian Tyler's new arrangement of Jerry Goldsmith's classic score. The previous Universal logo premiered with The Lost World: Jurassic Park in 1997. The Universary is being celebrated throughout 2012 with a Universal100th website featuring such iconic films as To Kill a Mockingbird plus "new films, classic DVDs, essential Blu-Rays, events, online games, competitions, and money-can't-buy prizes." (The Toshiba-sponsored contest's top prize: $1 million paid out as an annuity over 40 years).

Below, watch Universal's new animated logo and trailer promoting its 100th anniversary, along with 100 years of the studio's logos (including the Jurassic Park-introduced logo at :40); a clip of Tyler discussing how he reworked Goldsmith's musical intro to evoke a century of movie moments; and a comparison with Paramount's 100th anniversary logo.Continue reading...


Moving the Mountain: Paramount Redesigns Logo for 100th Birthday

Posted by Mark J. Miller on December 15, 2011 02:10 PM

Paramount Pictures turns 100 in 2012, but it’s getting the party started this week.

When the studio’s latest blockbuster — Mission Impossible: Ghost Protocol, starring Tom Cruise — opens on Friday in IMAX theatres (and everywhere else on Dec. 21), observant moviegoers may notice that the studio branding has had a little work done, which some might miss as they turn off their phones or tear open their Junior Mints.

Paramount’s famous mountain logo has been redesigned, adding “100” at the center in honor of its upcoming centenary. According to its press release,

"The studio’s first logo, a symbol of a rugged, snow-covered peak from the Wasatch mountain range, was created in 1916. The 100th Anniversary logo was created by Devastudios, Inc. Paramount will use the (new) logo throughout its centennial year in 2012. Beginning in 2013, the wording about the 100th anniversary will be removed from the logo, with the rest of the design remaining in use."

Entertainment Weekly points out that the original semi-circle consisted of 23 stars back then while the new centenary logo only has 22. (Perhaps one was whacked when the studio released The Godfather?)Continue reading...

brand accolades

IBM Turns 100 as CEO Succession Talk Heats Up

Posted by Mark J. Miller on June 16, 2011 03:00 PM

The company that invented the memory and hard drive in your computer, the magnetic strip on your credit card, the punch cards developed for Social Security, the … well, a whole lot of things, International Business Machines (originally the Computing Tabulating and Recording Corporation) today turns 100.

The brand's marketers have created a rich array of materials to celebrate the centennial, including corporate citizenship projects, producing a terrific series of short films, making Watson a celebrity, producing an e-book and a hardcover book, a social marketing campaign, and (of course) a company-wide celebration. 

Some of the press coverage today looks at another significant number — the fact that CEO Sam Palmisano is turning 60 — which is the age that IBM CEOs generally retire. He’s been in the position since 2002.Continue reading...

doing good

IBM, Turning 100, Highlights a Century of Service

Posted by Sheila Shayon on June 9, 2011 11:30 AM

IBM marks 100 years in business on June 16, a rare achievement by any standard — and considering that its business is technology, make that an astounding achievement.

To mark its centenary, the brand is launching global initiatives that will incorporate all 170 countries of operation, including hundreds of local grants to support employees' volunteer activities in support of "smarter planet initiatives" as a global "Celebration of Service" in which tens of thousands of IBMers, retirees and partners will participate.Continue reading...

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