CES Watch

The Comeback Brand: 5 Questions With Kodak CMO Steven Overman

Posted by Shirley Brady on January 9, 2015 04:04 PM

Kodak technology innovation graphic

The Consumer Electronics Show this week in Las Vegas saw the return and reinvention of a well-loved brand across a new array of consumer products.

Returning to the show for the first time in three years, and just a year after emerging from bankruptcy, Kodak came to CES 2015 with a roster of licensing partners who are bringing its iconic logo to some unexpected places, from a baby monitor (a CES Innovation Awards honoree) to the brand's first smartphone.

brandchannel caught up with Steven Overman, Kodak's Global Chief Marketing Officer (since Oct. 1st) and President of its Consumer and Film Division, during the CES fray to find out more about the comeback strategy—and also some insights into his new book, The Conscience Economy, about why and how brands must embrace corporate citizenship.Continue reading...

CES Watch

CES 2015: Kodak, Post-Bankruptcy, Returns to CES With Products and Partners

Posted by Shirley Brady on December 22, 2014 04:04 PM

Kodak Seedonk baby monitor

Just over a year after emerging from bankruptcy with a focus on selling patents and licensing its brand, Kodak is returning to the Consumer Electronics Show for the first time in three years.

CES 2015, which kicks off in two week in Las Vegas, will honor Kodak's new co-branded line of baby monitors with Seedonk with a product innovation prize at the show.

Among other licensed products debuting at the show, Kodak announced that it will debut a line of Android-powered mobile devices in partnership with the UK's Bullitt Group. CES attendees can check out the Kodak-branded mobile devices in Las Vegas, including a 4G smartphone, a tablet and a connected camera to follow next year.

“Kodak has one of the world’s most powerful brands and we intend to renew it and apply to it to expand our consumer business and grow the company,” said Steven Overman, Kodak's UK-based President, Consumer & Film Division, and Chief Marketing Officer, in a press release announcing its CES return. Continue reading...

brand speak

Brand Speak: Remembering Nelson Mandela, Twelve Months On

Posted by Jeremy Sampson on December 5, 2014 01:01 PM

The following is a guest column by Jeremy Sampson, who launched Interbrand in Africa, on today's anniversary of Nelson Mandela's passing:

The death of Nelson Mandela at the grand age of 95 a year ago today was a day to celebrate and a day to mourn. The man had been through so much in his lifetime, spending over 26 years as a prisoner, yet had emerged as an iconic global giant full of humility, pragmatism and charisma.

The local and international media had for months been camping outside his door, first at his hospital in Pretoria and then at his house in Johannesburg. There had been premature reports of his death, false alarms that had sent the media into repeated frenzies, as global media personalities flew in and out of the country jostling to be on hand with breaking news.

For some months it had been apparent that the great man was ready to take his leave, but it appeared some would not let go.Continue reading...

celebrity brandcasting

KISS the Brand: Rockers Make Macy's Thanksgiving Day Parade Debut

Posted by Mark J. Miller on November 27, 2014 09:57 AM

KISS frontman Gene Simmons has never exactly shied away from self-promotion. The band has been around for 40 years, and Simmons is still stomping around and spreading his gospel as far and wide as he can.

This year, that reach has finally extended to the Macy's Thanksgiving Day Parade, marking the Rock and Roll Hall of Famers’ first appearance in the annual celebration.

The band, which has sold more than 100 million albums worldwide, is making its parade debut with 600 cheerleaders from across America who will perform a KISS medley (no doubt to glares from fellow parade newbie, GoldieBlox). 

The performance is just one aspect of the band’s year-long 40th anniversary celebration that's taken a multi-platform approach.Continue reading...

tech in the spotlight

Nokia Seeks Brand Comeback With N1 Tablet

Posted by Mark J. Miller on November 18, 2014 01:31 PM

Now that Microsoft has removed the Nokia brand name from Lumia phones, the non-mobile portion of Finland's Nokia that isn't owned by Microsoft is trying to find other ways to get its name out there. It's off to a strong start with Tuesday's launch of a new Android tablet N1 and corresponding Z Launcher software.

While Nokia has the 98th most valuable brand name in the world (worth about $3.2 billion) according to Interbrand's latest Best Global Brands ranking, it still desperately needs a comeback to combat its aging image amongst consumers in the wake of being phased out by Microsoft.

Beyond its own products, Nokia is looking to license its brand name to third-party manufacturers, TheVerge.com reports. “We have a very valuable brand," said Ramzi Haidamus, president of Nokia technologies. "Yes it is diminishing in value, and that’s why it is important that we reverse that trend very quickly, imminently."Continue reading...

celebrity brandmatch

Bob Marley Family Hopes for First Global Marijuana Brand with Marley Natural

Posted by Mark J. Miller on November 18, 2014 11:39 AM

Bob Marley died 33 years ago at the age of 36, but his brand remains extremely strong and it isn’t just because his tunes still echo down the hallways of freshman dorms across America. It is about to get stronger as the Marley family is tying his name to a product that he’s already inextricably linked: marijuana.

Marley Natural promaimsses to be the first global marijuana brand and will be a partnership between the Marley family and Seattle’s Privateer Holdings, an investment firm that finances pot-related businesses, the Seattle Times reports. It will be headquartered in New York City, which just changed its marijuana-possession rules aren’t so draconian and has a mayor that admits to smoked pot.

Marley Natural will, of course, keep its namesake front and center in its marketing, promising to sell “heirloom Jamaican cannabis strains inspired by those Bob Marley enjoyed,” according to a press release.

NBC News also reports that Marley Natural will also be selling "pot-infused creams [and] accessories (like vaporizers in the style of e-cigarettes)"—and just as the Oxford English Dictionary named "vape" its word of the year.Continue reading...


Samsung, Harley-Davidson Go All-Out for Product Placement in Avengers 2

Posted by Abe Sauer on November 14, 2014 07:08 PM

While the second Avengers film, Avengers: Age of Ultronwon't be in theaters for another six months, product placement is already paying off for the brands that have partnered with the upcoming Marvel film.

Samsung, for one, is poised to pull off the kind of product placement that could make it a future case study for the practice.

It pops up twice in the latest trailer (watch below) in a brand cameo that's already projected to be worth $2,903,309 according to Front Row Analytics, which uses a proprietary formula to put dollar values on product placements.Continue reading...

celebrity brandmatch

Heidi Klum Expands Brand by Taking Over Elle Macpherson's Lingerie Gig

Posted by Mark J. Miller on October 17, 2014 02:25 PM

As brand ambassadors go, supermodel Elle Macpherson has been identified with lingerie for years—25, in fact, working with New Zealand manufacturer Bendon to develop an eponymous line that has been available worldwide in a reported $150 million deal.

Now the 50-year-old and Bendon are parting ways, with another blonde model taking over as the face of its lingerie line: Heidi Klum, who has helped keep herself in the spotlight by hosting Project Runway since its debut in 2004.

As a result, Elle Macpherson Intimates will become Heidi Klum Intimates in January, but Macpherson will keep the naming rights to her three underwear labels, while Bendon keeps the rights to all of the designs.Continue reading...

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