Best Global Green Brands 2014

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Of Mazda, Music and Miata: 5 Questions with Russell Wager

Posted by Dale Buss on July 18, 2014 03:03 PM

Music has long been a great currency of marketing. But automotive brands are taking their involvement with music to new levels these days as they seek ways to make connections digitally and with their toughest demographic, Millennials.

Honda, for example, just launched an ambitious effort called Honda Stage that involves concert sponsorships and other music touch points. Nissan this week announced a two-year partnership with the Americana Music Association, give the brand closer ties to country music and Nashville.

And Mazda, though a small brand by automotive standards, now also is trying to mount an outsized presence in the music arena. The automaker just announced an expanded partnership with the Rock 'n' Roll Marathon Series, making Mazda the official automotive partner and doubling the brand’s participation this year to eight or nine events.

The series involves combining entertainment and running, featuring live bands performing at every mile along the course and a post-event headliner concert. Mazda will also have lots of on-site activations such as the Mazda Fueling Station with free food and beverages. It kicked off in Chicago this week and continues through December.

Mazda’s North American vice president of marketing, Russell Wager, talked to brandchannel about the new partnership and the brand's bigger strategy and goals:Continue reading...

fashion week

#Normcore: From Chanel to Asda, Fashion Hits the Supermarket

Posted by Abe Sauer on March 10, 2014 11:52 AM

"Réinventait avec humour l’environnement de la grande distribution en garnissant ses rayons de produits rebaptisés et habillés pour l’occasion."

That description from Chanel's official press release certainly sounds a lot sexier than "set in a supermarket." But that's exactly where Chanel's Paris Fashion Week show was, building on a a new "normcore" trend adopted by fellow fashion brands including Anya and Moschino (and UK supermarket retailer Asda, which staged its own knock-off of the show featuring its own fast-fashion private label, George). 

Inside a staged supermarket, models strutted down the catwalk (aisles?) with shopping carts and baskets as Chanel designer Karl Lagerfeld looked on. Adding to the downmarket vibe of the show was the tattered and oversized clothes and sneaker-wearing models. Chanel's supermarket may not have planned to compliment Anya Hindmarch's earlier February show, but it certainly did. The Anya runway show featured models strutting with handbags that featured everyday home brands like Frosted Flakes' Tony the Tiger and the Corn Flakes' rooster to Ariel detergent.Continue reading...


Spray it Forward: Kenneth Cole Taps Google Glass for Good Deeds Campaign

Posted by Sheila Shayon on March 5, 2014 03:55 PM

Combining wearable tech, a modern "stand-up" guy and a pay-it-forward ethos, Kenneth Cole's "Man Up for Mankind Challenge" asks men to perform a "gentlemanly deed" every day for the next three weeks—21 Days, 21 Deeds—in return for eligibility to win a Mankind toolkit valued at $1,000.

While Diane Von Furstenberg was the first fashion designer to put Google Glass on the runway, as she did during her New York Fashion Week show in 2012, Kenneth Cole is aiming to be Google Glass fashion pioneer of another sort, but featuring the app in a campaign for its new Mankind fragrance. (L'Oreal, meanwhile, is using the device internally, as a teaching tool for its network of stylists.)

Once Kenneth Cole's augmented reality app is downloaded, users of the geek chic wearable computer will receive an alert in their viewfinder with a reminder of that day's deed, such as the gentlemanly “offer to carry a lady’s bag,” “buy a stranger a coffee,” or “donate old clothes to a local shelter.”

They're being encouraged to snap and share photos of themselves in action on a dedicated site and to tweet their deeds during the three-week challenge with the hashtag #manupformankind. Non-Glass wearers can participate using a smartphone or digital camera, too.Continue reading...

fashion week

Marc Jacobs' NYFW Pop-Up Employs Power of Social Currency

Posted by Sheila Shayon on February 7, 2014 02:47 PM

Pop-up shops are nothing new, but Marc Jacobs‘ fragrance division is using Fashion Week to launch its Daisy Marc Jacobs Tweet Shop with a twist—social currency only, please.

Located in New York’s SoHo neighborhood, a tweet, Instagram or Facebook post tagged #MJDaisyChain can be exchanged for goods including fragrances and accessories at the store, while the best Instagram photo of the day wins a coveted handbag.

"Over the years, the Daisy brand has built a considerable following in social media, and to us, the whole undertaking is a way to say a big thank you to the people who love Daisy and are constantly finding creative ways to show their affection for the brand," said Lori Singer, VP marketing for Marc Jacobs. 

"Marc Jacobs is really active on social media and Daisy is one of the fragrance brands that triggers the highest engagement among fans," she added. "We have seen people creating drawings and stage mood shots featuring the iconic bottle, so engagement of the fans is already there."Continue reading...

sporting brands

Adidas Celebrates 50 Years of Iconic Stan Smith Sneaker with Pop-Up, 3D Printing

Posted by Mark J. Miller on January 20, 2014 12:41 PM

Despite the fact that many people may not know who Stan Smith actually is, they likely know his shoe. Smith himself says his own son once asked him if the shoe had been named for him or if he had been named for the shoe.

The shoes, in fact, were named for the American tennis icon 50 years ago—a date Adidas is celebrating by introducing two new Stan Smith collections. After all, more than 40 million pairs have already been sold, making it the top-selling brand in the history of Adidas.

The big anniversary celebration included a Stan Smith-themed pop-up store at the Old Truman Brewery in East London that featured “an interactive floor, a digital 'Stan Yourself' station, and a 3D printing post” that allows consumers to print out “trefoil lace locks,” according to What's "Stan Yourself," you may ask?Continue reading...

luxury watch

Burberry Gifts London with Its First-Ever Beauty Store, Complete with Digital Makeup

Posted by Brittany Waterson on December 16, 2013 08:02 PM

Luxury goods purveyor Burberry has granted the holiday wishes of UK style mavens with the debut of its first-ever stand-alone beauty store, Burberry Beauty Box, located in London’s Covent Garden. 

The boutique, which features the brand’s make-up collection, fragrances and exclusive accessories including sunglasses, scarves and select handbags, joins luxury competitor Chanel, which opened a wildly successful pop-up beauty shop that has since become permanent. But Burberry is sure to set itself apart with its limitless views on customer experience

“The Burberry Beauty Box brings together our fashion and beauty worlds, merging physical and digital experiences that allow people to explore and combine Burberry make-up, fragrance and accessories in new, playful and exciting ways,” said Christopher Bailey, Burberry Chief Creative Officer, in a statement.Continue reading...

fashion week

Ahead of iPhone 5S Launch, Apple Shoots London Fashion Week for Burberry

Posted by Barry Silverstein on September 18, 2013 02:49 PM

Prior to the official launch of the company's newest iPhone models, the 5S and 5C, this Friday, Apple showed off the 5S' photographic and video capabilities at London Fashion Week.

Burberry used the iPhone 5S to snap photos of models and celebs and take exclusive video during and after its high-profile fashion show, and even streamed video of the show, which, the company claims, was shot with the native app on the new device. It also highlighted the 5S' slow-motion capabilities in an Instagram post and depicted a sketch coming to life via Vine

It wasn't just fashion-lovers who were watching; Instagram CEO Kevin Systrom and Facebook ad sales head Andrew Bosworth were in the audience, according to TechCrunch. In fact, the partnership generated so much social buzz that some suggested it helped bump Apple's stock price.Continue reading...

fashion week

Motorola Will Have Its Moment in the Spotlight with Moto X Fashion Week Appearance

Posted by Mark J. Miller on September 5, 2013 08:12 PM

Other smartphones can play up all the technical details of how fast they are and how much data they can hold, but Motorola’s Moto X seems to prefer to sell itself as a fashion accessory. 

New York Fashion Week begins today, and besides fashion's top design houses, the Google-owned brand will also make its debut on the runway—in the hands of models. The brand has sponsored four designers—Hood by Air, Telfar, En Noir, and Rochambeau—that will show their newest spring lines on Sunday, and at least one of those shows will include an appearance by the Moto X, Ad Age reports

Another Google device, Glass, has made it into the September issue of Vogue, but there's no word yet if the futuristic spectacles will appear on the runway.Continue reading...

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