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brand collaborators

Volkswagen and Björk Break the Sound Barrier at MoMA

Posted by Sheila Shayon on March 4, 2015 12:10 PM

While musician/artist Bjork is no stranger to combining technology with music, her new retrospective exhibition (which opens at New York's Museum of Modern Art on Saturday) is a groundbreaking collaboration and showcase for Volkswagen's audio tech.

And luckily for all museum-goers, early previews indicate that the crossover of sound technology, culture and curation successfully meld to create a new, more personalized and interactive museum experience.Continue reading...

bc q&a

Vive la France: 5 Questions with Pauline Oudin, Managing Director, Sopexa USA

Posted by Jennifer Vasilache on July 11, 2014 10:24 AM

Bastille Day, on July 14, is a global opportunity to celebrate French culture. One of the organizations helping spread the gospel of France’s culinary heritage and modern-day delights is Sopexa, which represents French foods and alcoholic beverages in 43 countries.

This once government-owned and now private company understands how to market the best of French food and wine lifestyle—and how to be an ambassador for a culture and brands, working with more than 2,000 companies and 130 food and drink associations over the past 50 years.

brandchannel contributor Jennifer Vasilache spoke with Pauline Oudin, managing director of New York-based Sopexa USA, for more insights.

brandchannel: How do you localize the marketing of French food and wine to other cultures, particularly here in the US?

Pauline Oudin: Every good marketer knows you have to localize to succeed in international waters. Coca-Cola slightly alters its secret recipe to the taste buds of its markets. McDonald’s offers “Le” Big Mac in Paris with a side of beer, but keeps its menu Kosher in Israel by removing the cheeseburger. The challenge is how do you apply this need to adapt to a local market, when the promise of your product is the uniqueness of its origin.Continue reading...

brands under fire

Puerto Rican Community Outraged Over Branded Coors Light Can

Posted by Mark J. Miller on May 29, 2013 06:02 PM

Puerto Rican flags are seen pretty much everywhere you look when New York City celebrates Puerto Rico Day, but one place the community doesn’t want to see a flag (or even a suggestion of one) is on a beer can. The folks at MillerCoors are learning that the hard way.

Coors Light is the official beer of this year’s National Puerto Rican Day Parade on June 9. To commemorate that, the brewer placed an image on the beer’s cans that combines an apple, a star, and the colors of the Puerto Rican flag. This has not gone over well, despite the company and the organizers of the parade both saying that the image is not the Puerto Rican flag, NBC Latino reports.

“This is an insult to our culture, history, and flag,” says Lucky Rivera, of Boricuas for a Positive Image, according to the site. “We will not allow Coors to insult us.”Continue reading...

what's in a name

New Zealand Rugby Goes All Black

Posted by Mark J. Miller on June 5, 2012 01:01 PM

The New Zealand Rugby Union has international success marketing its national team under the All Blacks name. It sounds tough. It strikes an image. So why not spread the wealth?

The Union has decided to use the All Blacks name for two of its other national teams, which will now be known as the All Blacks Sevens and the Maori All Blacks, according to Yahoo! Sports. The teams will also incorporate the All Blacks name into their logos.

The sevens team plays more games internationally than the national team so it has more opportunities to spread the All Blacks name on a global front.Continue reading...


Ute and Aboot: University of Utah Sticking with Utes

Posted by Mark J. Miller on January 6, 2012 02:06 PM

The University of North Dakota’s basketball team went out onto the court for the first time in eternity without its old nickname, the Fighting Sioux, attached to them. No Native American mascot roamed the sideline, either. This came after a massive, years-long battle against the NCAA, which gave the word back in 2005 that colleges and universities needed to ditch their Native American sports monikers because they had been deemed offensive.

The University of Utah Utes, named for an American Indian tribe, have been sensitive to the issue for some time. Back in 1996, the school got rid of its Hoyo mascot and introduced Skyhawk. The Utes name, though, has stuck with the program and will for some time. The Salt Lake Tribune reports that the school isn’t going to change its name and will stick with its “drum and feather” logo, though it isn’t clear for how much longer those symbols will stick around.Continue reading...

culture club

Guggenheim and BMW’s Pop-Up Lab

Posted by Sheila Shayon on August 25, 2011 09:58 AM

The recently opened BMW Guggenheim Lab gives new meaning to pop-up art, as seen in the above video. Reclaiming a rat-and-rubble infested 2,000 square foot East Village lot between Houston and East First Street, the Lab is a social experiment in urban living.

“When people say we’re taking it to the streets, we literally are. Hopefully this will be a petri dish of ideas for the decision makers of tomorrow,” said Richard Armstrong, director of the Guggenheim Foundation.

BMW unveiled the six-year project with the Guggenheim Museum in May, described as a traveling cultural project for cultivating 21st century design and urban living ideas, while including the public with free programs and spaces. Running through October 16 in NYC, more than 100 events are planned centered on the theme “Confronting Comfort” – how to make urban life more livable.Continue reading...

brand inspiration

Guggenheim and BMW Pop-Up Lab Takes Over New York

Posted by Sheila Shayon on August 2, 2011 05:30 PM

The BMW Guggenheim Lab, which opens tomorrow in New York, gives new meaning to pop-up art.

Reclaiming a rat- and rubble-infested 2,000 square foot East Village lot between Houston and East First Street, the Lab is a social experiment in urban living — through October 16th, when the pop-up co-branded installation takes off on a six-year world tour to inspire eight other cities.Continue reading...

brand partners

Cirque du Soleil Flies with Xerox

Posted by Sheila Shayon on July 18, 2011 11:30 AM

It makes perfect sense that two of the biggest brands in business and entertainment, Xerox and Cirque du Soleil, would come together in a time when event sponsorship is a more serious decision as dollars and marketing resources are scarcer.

As the New York Times reviewed the Montreal-based troupe's current show, Zarkana, “What remains appealing about Cirque du Soleil shows is this emphasis on the human ability to create excitement from sheer physical prowess and perfectly drilled gymnastic feats.” 

Now, that prowess will be supported by Xerox, a new official partner of Cirque du Soleil, which will take on behind-the-scenes handling of Cirque's business processes and bring deft finesse to Cirque's cross-media marketing needs.Continue reading...

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