Learn more about Sustainable Brands 2015 San Diego

brand innovation

Nike’s LAUNCH Seeks Out Sustainability in Latest Call for Innovation

Posted by Sheila Shayon on April 26, 2013 01:36 PM

As part of its "Better World" corporate citizenship commitment, Nike is working with some of America's brightest governmental minds on an initiative to create more sustainable materials. 

Founded in 2010, LAUNCH is a strategic collaboration between NASA, the US Agency for International Development (USAID), the US State Department and Nike to seek out visionaries whose ideas and technologies can create a more sustainable world. 

This week, Nike convened 150 materials specialists, designers, academics, manufacturers, entrepreneurs and NGOs in green manufacturing at the two-day LAUNCH 2020 Summit, part of a multi-year incubation process. 

“Innovation is most powerful when it’s activated by collaboration between unlikely partners, coupled with investment dollars, marketing know-how and determination.” said Nike President and CEO Mark Parker. “Now is the time for big, bold solutions. Incremental change won’t get us where we need to go fast enough or at a scale that makes a difference.”

To propel the innovation, Nike is sponsoring the LAUNCH Systems Innovation Challenge, which is an open call competition for innovative ideas and processes to transform the way fabrics are made. The challenge will result in 10 product innovations which will be matched up with a team of investors and marketers to aid in the manufacturing process.Continue reading...

mobile brands

Mango Smoothie: Microsoft Eases Group Messaging With New Windows Phone

Posted by Shirley Brady on May 24, 2011 12:00 PM

Microsoft today unveiled Windows Phone 7.1 (aka Mango), which is all about "communication, applications, and the way we use mobile internet," writes TechCrunch.

Boasting more than 500 (!) new features when it becomes available in "early fall," the fruity-named mobile OS augments its current Facebook integration with LinkedIn and Twitter apps, and adds  local search and groups functionality that aims to make wireless communication smarter and easier.Continue reading...


VW's New Beetle: Manly, Yes, But She'll Like It Too

Posted by Shirley Brady on April 18, 2011 05:00 PM

With a three-city launch today at the press preview for the New York Auto Show, at the Shanghai Auto Show and at Volkswagen's global HQ in Berlin, VW revealed its highly anticipated new Beetle. 

Today's unveiling, marking only the second redesign of the vehicle in its 73-year history (who could forget the 1989, more feminine bud vase version?) The 2012 Beetle is sportier, fuel-efficient and more "masculine" in design, although VW's US vice president of marketing, Tim Ellis, prefers to position it as "gender-neutral."

"We’re not about to abandon a very strong base, our female segment," he told brandchannel at today's New York press event. "The idea here is to broaden the appeal of the car, not to switch focus ... with the Super Bowl, let’s face it, football is more masculine, but on the other hand, a lot of women watch the Super Bowl — it’s very disproportionate for sporting events, it has a large female viewership. So we want to still leverage the joyfulness, the energy and the vitality behind the car, but with a more masculine expression."Continue reading...

brand partners

MTVW: MTV Helps Volkswagen Launch New Beetle

Posted by Shirley Brady on April 5, 2011 02:00 PM

After teasing the 2012 Beetle on Oprah's year-end giveaway and then with a Super Bowl spot (and memorable YouTube interactive), Volkwagen announced April 18th as the global reveal for the next generation Beetle.

The event will be simulcast online from three cities on three continents (New York, Shanghai and Berlin) in partnership with MTV, in a musical kick-off aimed at the under-40 crowd.Continue reading...

games people play

Nintendo's #1 Fan Scores #1 3DS in US

Posted by Shirley Brady on March 28, 2011 02:00 PM

Nintendo's biggest fan refused to let overzealous Best Buy management thwart him from his dream of becoming the first Nintendo 3DS owner in the US.

Despited being ejected last week by New York's finest from waiting in front of the store for Sunday's 3DS launch, an undeterred Isaiah-Triforce Johnson, returned to remain front of the line and scored the first 3DS unit in all of North America, as it turned out.

Clearly, his mother's admonition that persistence pays off didn't go to waste.

event marketing

Adidas Goes All In with 3D Kick-Off

Posted by Shirley Brady on March 21, 2011 04:30 PM

Adidas launched its new global campaign with a 3D projection at its kick-off party in France, where it virtually smashed the Palais du Pharo at Marseilles in front of an audience of 1,000 people. Among the performers: the French DJ duo Justice, featured in the celeb-studded campaign. Watch a longer version below.Continue reading...

brand extensions

4chan Founder Stretches Canvas

Posted by Shirley Brady on March 14, 2011 10:00 AM

You may not be familiar with 4chan, one of the largest online communities — one that's rife with porn and other NSFW content.

But you may recall how its founder, the 23-year-old Christopher Poole who's better known online as "Moot," managed to get 16.8 million votes on Time's 2009 Person of the Year online poll to land its "most influential person" title. (He was profiled by Time a year earlier, at the ripe old age of 20). 

Poole is now looking to go legit, or at least make some money, by launching another web venture that he officially unveiled yesterday at South by Southwest in Austin.Continue reading...


Lexus Woos Younger Buyers With CT 200h

Posted by Dale Buss on March 11, 2011 02:00 PM

It’s been a long road even in marketing-cycle terms for Lexus and the CT 200h hybrid – between a weird promotional gig with Sarah Silverman and the car now finally showing up in Lexus dealerships nationwide.

Remember nearly a year ago when Lexus hired the edgy and unpredictable comedienne to host a debate about global warming on behalf of the brand, at the New York International Auto Show? Neither does anybody else. But now, the Toyota luxury brand is hoping that by closing the circle on its year-long buildup and by actually easing into dealer showrooms, the CT 200h can provide a timely bump to Lexus sales.

Lexus has just launched a new national TV-advertising campaign for the car, which — at 42 mpg on the highway — Lexus says is the most fuel-efficient luxury car available.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia