automotive

Nissan Returns to the Super Bowl With Brand-Led 'Big Moments' Strategy

Posted by Dale Buss on December 2, 2014 05:05 PM

A handful of automakers may be refraining of buying ad time during Super Bowl 2015, but one hot-selling car brand is stepping up to the opportunity: Nissan, which today announced that it plans to become a Super Bowl advertiser for the first time in 18 years by suiting up for the Big Game on February 1.

Expect a 60-second spot by Nissan that's oriented more toward brand positioning than specific products. The ad plans to extend rather than deep-six the company's messaging about innovation and excitement.

The decision also extends Nissan's "big moments" marketing strategy that already has had it sponsoring U.S. college football's Heisman Trophy, for instance, and expanding its multimedia engagement with NBC's hit show The Voice.

"What's the biggest media moment we can own?" Jeremy Tucker, Nissan USA's vice president of marketing, told brandchannel. "Now is the time to do this, and we've got something to say."Continue reading...

automotive

Mercedes-Benz Adopts New Naming System as Ultra-Luxury Maybach Returns

Posted by Dale Buss on November 11, 2014 03:01 PM

What's in a name? Quite a lot, actually, when it comes to premium-luxury car brands. Mercedes-Benz is extending a new trend in the industry by overhauling the names used to identify its vehicles as it prepares for the launch of 30 models, including 11 all-new vehicles, by 2020.

As part of its re-badging, the automaker announced the resurrecting of the Maybach name on a model that will be introduced next week at the Los Angeles Auto Show.

The Maybach brand, which starred in a Jay Z and Kanye West video, represented its ultra-high-end models before being retired in 2012. Now, as rumored earlier this year, Maybach is making a comeback, this time as the Mercedes-Maybach sub-brand, which will serve as a home for Mercedes-Benz ultra-luxury-high-end automobiles. Confused?Continue reading...

automotive

Toyota Reveals Bespoke will.i.am Lexus NX Ahead of Paris Auto Show

Posted by Dale Buss on September 26, 2014 11:10 AM

With fall comes the beginning of the global auto-industry show season, and the Paris auto show is the first major show on the docket, followed by Los Angeles in November. Brands will be rolling out a variety of new models, concepts and high-tech features as they try to goose a still-moribund European market and whet the interest of automotive journalists from around the world.

At an invitation-only preview Thursday night in Paris, Toyota unveiled the highly anticipated Lexus NX model designed with guest 'creative director' will.i.am. As the automaker noted in a press release,

Bearing his name, the special edition NX 200t F SPORT pairs the flair and creativity of will.i.am’s innovative personality with the eye-catching striking angles of the Lexus NX. With cutting-edge on-board technology, a sharply-styled exterior and an aggressive and sporty design, the NX is aimed at younger, urban and more design oriented customers.

Another VIP with big stakes in Paris is Olivier Francois, who is not only chief marketing officer of the Chrysler Group but also global head of the Fiat brand.Continue reading...

automotive

Luxury-Craving Cadillac Exits Detroit for Global HQ in New York

Posted by Dale Buss on September 23, 2014 02:27 PM

From Park Avenue to Madison Avenue, New York is home to the largest concentration of high net worth individuals in North America. So why wouldn't an ambitious US premium brand want to be headquartered there?

That's exactly what Cadillac President Johan de Nysschen was thinking when he persuaded the General Motors brain trust to allow him to break the brand free from its Detroit roots and move the global Cadillac headquarters to NYC's tony Soho district. GM announced today that it's expanding Cadillac into a separate business unit as part of a "strategic realignment" for its flagship brand that also includes the creation of a Cadillac "leadership council" headed by de Nysschen.

"There is no city in the world where the inhabitants are more immersed in a premium lifestyle than in New York," de Nysschen said in a GM press release. "Establishing our new global headquraters in Soho places Cadillac at the epicenter of sophisticated living. It allows our team to share experences with premium-brand consumers and develop attitudes in common with our audience."Continue reading...

brand news

In the News: Apple, Alibaba, Climate Change and more

Posted by Dale Buss on September 22, 2014 09:14 AM

TOP STORIES

Apple sets new record with 10 million iPhone 6 sales its first weekend, dispatching Tim Cook to Palo Alto and Angela Ahrendts to Sydney to meet fans, while pre-scheduled Joan Rivers endorsement backfires on social media. The music industry, meanwhile, is watching Apple's Beats acquisition closely amid rumors it may fold the service.

Alibaba's next step, following world's largest IPO: helping US small businesses.

Jaguar taps Stella McCartney for XE launch at Paris auto show, where MINI will show new five-door hatchback among other auto brand reveals.

Coca-Cola, McDonald's, Nestle, PepsiCo and other food and CGP giants sign landmark agreement on children's marketing rules.

NFL changes player-conduct policy and names a female CMO in PepsiCo veteran Dawn Hudson, as P&G cancels breast-cancer awareness tie-in with league and '47 brand stands by league.

MORE BRAND NEWS

Air France pilots vote to extend strike.

Applebee's sees social lift from "food porn."

AT&T and other brand publishers find their relationship with Facebook "complicated."

BlackBerry makeover starts to take shape and show results.

Chipotle's "brilliant" hiring process featured on LinkedIn.

Citi sees New York audit of troubled Citi Bike program.Continue reading...

brand news

Brand News: Abercrombie & Fitch, Tencent, Rovio and more

Posted by Dale Buss on August 29, 2014 09:34 AM

TOP STORIES

Abercrombie & Fitch sheds logo-bearing clothes as Hollister brand struggles in UK.

China's TencentBaidu, and Wanda set up e-commerce company to take on Alibaba

Google develops delivery drones in Project Wing as its tech chief is considered leading candidate for US CTO.

Rovio Entertainment, parent company of Angry Birds franchise, says CEO will step down amid company's struggles.

Walmart looks online for Chinese growth.

MORE BRAND NEWS

Apple tries its midas touch on wearables.

Bud Light faces backlash over town-takeover stunt.

Centerplate faces calls for ouster of CEO after he abuses dog on video.

Dairy Queen investigates possible data breach.

Denny's arrives in New York City with $300 champagne brunch.Continue reading...

automotive

Amid Overhaul, de Nysschen Leaves Infiniti for Greener Pastures at Cadillac

Posted by Dale Buss on July 11, 2014 03:51 PM

Johan de Nysschen already led a fix of one luxury car brand in the United States and was making progress in repairing another worldwide. So what can he do as the new head of the Cadillac brand?

Expect some boldness from the new leader in dealing with the brand, its products and marketing that hasn’t been seen before from the parade of long-time General Motors executives who have headed up Cadillac lately. De Nysschen isn’t being hired as a me-too kind of steward. Arguably, bringing him on board from way outside GM’s traditional comfort zone is one of the boldest moves that new CEO Mary Barra has made.

In any event, General Motors announced today that it had hired the 54-year-old de Nysschen to run its luxury brand beginning September 1 after months of instability in the top job. The company poached him from Nissan, which hired de Nysschen two years ago to elevate the Infiniti brand from also-ran status to powerful global competitor.Continue reading...

brand news

Brand News: Amazon, Infiniti, Applebee's and more

Posted by Dale Buss on July 11, 2014 09:41 AM

TOP STORIES

Amazon is sued by FTC over in-app purchases by children and seeks federal approval for testing of 50-mph drones.

Reynolds American is in merger talks with Lorillard to create No. 2 tobacco company.

Johan de Nysschen leaves Infiniti; could Cadillac be his next stop?

Applebee's files trademark for "No Tech Tuesday" as it rolls out tabletop tablets nationwide. 

Volkswagen halts sales of new Golf and GTI to check safety defect.

MORE BRAND NEWS

Airbus promises 14 percent fuel-efficiency boost in new wide-body jet.

Alibaba starts to move down path toward IPO.

Crumbs Bake Shop may get financial rescue lifeline.

Dum Dums creates drumming app.

Exxon spars with state of Pennsylvania over fracking.

Fiat re-ups partnership with “Funny Or Die.”Continue reading...

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