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What Would Dr. Seuss Have Made of The Lorax Movie's Marketing Partners?

Posted by Abe Sauer on March 5, 2012 11:55 AM

The catchphrase of The Lorax — "Unless someone like you cares a whole awful lot, nothing's going to get better" — can mean a lot of different things depending on one's perspective when it comes to the marketing of Universal's record-breaking new #1 movie.

To purists, it means that unless consumers speak up, Hollywood's commercialization of Dr. Seuss, including signing a cross-promotional sponsorship deal with an automaker, the movie's environmental message is for naught. To Mazda, the brand that's ponying up for The Lorax tie-in, it means that unless some consumers care an awful lot, sales numbers are not going to get better.

But is the outrage about Mazda's Lorax partnership making "perfect" the enemy of "good" — and overlooking ?Continue reading...


The Lorax Cannot, Will Not, Truffula Tree-Certify Your Brand

Posted by Abe Sauer on February 29, 2012 03:31 PM

100 likes, 857 dislikes. That's the YouTube tally for the Mazda tie-in commercial for Dr. Seuss' The Lorax movie, based on the animated version of the kids' classic environmental-themed book that's hitting cinemas on March 2nd.

The comment "I'm absolutely disgusted with this! The REAL Lorax would never work with the Onceler. Mazda, stop using Dr. Seuss's material, it's only going to make your company look bad and downright stupid" has been voted up 28 times. Another irate comment, "Consider the movie and car both boycotted. WTF were you thinking?" is par for the course.

The shame of it? It all could have been avoided.Continue reading...

going green

Earth Day Turns 40

Posted by Sheila Shayon on April 20, 2010 09:50 AM

Is it possible it’s been four decades since the notion of green marketing first dawned in America? Indeed it is, and Thursday marks the 40th birthday of Earth Day.

The now iconic Keep America Beautiful "Crying Indian" ad (which you can watch after the jump) debuted in 1971 with a close-up on a single tear traversing the cheek of Iron Eyes Cody. It was the first environmental commercial.

Marketers have been on the green bandwagon ever since, but has it really made a difference? Ad Age recently took a comprehensive look at the noise, the facts, and the scorecard.

It’s a complicated ecosystem of production, consumption, recycling and waste and we are far from getting it right. Consider the single fact that 40 years ago, the notion of a disposable economy fueled by products like baby wipes, diapers, Lysol cleaning cloths, Swiffer, Lunchables and Go-Gurt, was non-existent.Continue reading...

Non-Brand "Energy Star" Affects Consumers Differently

Posted by Barry Silverstein on April 13, 2010 10:27 AM

"Energy Star," a designation the Federal government applies to energy-efficient products, is arguably one of the biggest non-brands in the consumer marketplace. A just-released report shows that 56 percent of consumers recognized the Energy Star label, and 56 percent said it was "extremely important" in making purchase decisions on appliances.

In many respects, Energy Star is not unlike the "UL Approved" designation on electrical wiring, or the Good Housekeeping "Seal of Approval" on a wide range of consumer products. Yet the Energy Star designation seems to affect consumers differently, according to the report. While 40 percent of survey respondents thought the designation represented "energy efficient," only 12 percent thought it meant "protecting the environment."Continue reading...

brand news

Headline Roundup: Vroom Vroom

Posted by Sara Zucker on April 13, 2010 07:58 AM

MotorWorld gives auto brands due recognition. [CNN Money]

BMW beats its competitors in the vehicle industry. [WSJ]

The National Enquirer lacks a Pulitzer Prize award. [Business Insider]

Paramount, Seagate pre-load movies on hard drives. [Reuters]

Scripps, Weight Waters, Lorillard among worst companies. [NY Times]

Companies use sports arenas for promotions. [Boston Herald]Continue reading...

brand news

Headline Roundup: Do-It-Yourself

Posted by Sara Zucker on February 23, 2010 07:53 AM

Louis Vuitton gives consumers the chance to design their own bag with its new service. [WWD]

Tufts University has given prospective students the chance to apply via YouTube. [NY Times]

AOL created software for journalists that helps track data and traffic. [Businessweek]

Recently-formed credit card laws help shoppers organize spending and debt. [Reuters]

The Kia Sorento will be advertised in 45 magazines from 15 publishing houses. [Adweek]

Honda's Facebook fan page for its new Crosstour reveals unexpected complaints. [Boston Herald]Continue reading...

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