2014 Brandcameo Product Placement Awards

brand strategy

Investors Unimpressed with Darden's Olive Garden Strategy (or New Logo)

Posted by Dale Buss on March 4, 2014 05:41 PM

Darden Restaurants executives have launched a new logo and menu changes at Olive Garden that, they proclaimed, will lead to a "brand renaissance" for the chain as they're rolled out.

But activist investors Barington Capital Group says: Don't bother. They believe Darden should be selling Olive Garden as well as the Red Lobster chain that both they and the company agree should be separated. It feels that Darden should fully focus on its specialty unit that includes rising chains Capital Grille, LongHorn Steakhouse and Yard House to help overcome financial doldrums for the company that have continued for several years.

Darden CEO Clarence Otis made the case to investors this week that he and his executive team can revive a slumping Olive Garden chain at the same time that they bid adieu to Red Lobster, whose customer base has become increasingly promotion-oriented. Olive Garden will get fresh attention instead of the boot.Continue reading...

retail watch

New Image Fails to Boost Floundering RadioShack

Posted by Mark J. Miller on March 4, 2014 12:52 PM

RadioShack Joe Magnacca has pulled every rabbit out of the retailer's tattered hat. The embattled electronics brand has shuffled executives, changed its logo, redesigned its stores, and even had one of the most popular Super Bowl commercials. 

But to no avail. RadioShack has continued its downward spiral and has announced with its fourth quarter earnings that it will close 1,100 of its retail locations after reporting dismal fourth-quarter numbers. 

Sales during the prime holiday-season were $935.4 million, down from the $1.17 billion made in the same quarter a year earlier and significantly lower than the $1.12 billion analysts, on average, were looking for, Reuters reports.

Stores that had been open for at least a year saw sales fall 19 percent. In 2012’s fourth quarter, the company’s net loss had been $63.3 million. This time, it was $191.4 million. The news inspired the company’s stock to drop almost 24 percent.Continue reading...

The Big Game

Nike Brings Style, Innovation to the Field for This Year's Super Bowl

Posted by Mark J. Miller on January 30, 2014 07:22 PM

When the Seattle Seahawks and Denver Broncos take to the field on Sunday for this year’s Super Bowl, there will be a bunch of designers at Nike who will be thoroughly enjoying the show.

It won’t be because of Bruno Mars or the Red Hot Chili Peppers, either. Instead, both teams are wearing what are considered some of Nike’s most radical football designs. Denver’s first hit the field back in 1997 and Seattle’s in 2012 when Nike took over as the uniform supplier for the whole league. While there were some initial complaints from players about the fit, it seems that everyone is faring just fine these days.

“We are very proud today that both of these teams are now matching up together and that both are very progressive in terms of their aesthetic,” Todd Van Horne, the creative director for football at Nike, told the New York Times.Continue reading...

auto motive

FCA Gets the OK: Fiat Chrysler Automobiles Establishes Global Structure

Posted by Dale Buss on January 29, 2014 12:33 PM

Chrysler and Fiat took a huge step today toward becoming the competitive, globally-minded automaker envisioned by CEO Sergio Marchionne when Fiat acquired Chrysler with the US government's help in 2009.

In a press announcement following its board meeting at Fiat HQ in Turin, Italy, the automaker revealed that the combined entity will be named Fiat Chrysler Automobiles NV, be incorporated in the Netherlands, have a tax-related fiscal domicile in the UK and enjoy a primary stock listing on the New York Stock Exchange with a secondary listing in Milan. Fiat Chrysler also unveiled a new corporate logo in simple, blue, sans serif initials spelling out "FCA."

There's still a lot on FCA's plate if it ever wants to join the top tier of global automotive giants.Continue reading...

auto motive

Lower, Longer, Leaner: Cadillac Drops Wreath to Reveal New Crest at NAIAS

Posted by Mark J. Miller on January 15, 2014 12:35 PM

After 14 years, Cadillac is changing its look. The iconic GM luxury brand announced this week that it is replacing its wreathed logo with a "lower and wider" crest, following the design influences seen on other major carmakers like Chrysler and Bentley.

The new emblem was first shown back in August on the Elmiraj concept car, but was officially unveiled this week at the North American International Auto Show in Detroit, where executives said it would adorn all Cadillac models beginning the middle of this year.

"This new crest matches the lower, longer, leaner mantra of our current car designs," Andrew Smith, Cadillac's executive design director, said in a press release. The crest is based on the coat of arms for the family of Antoine Laumet de La Mothe, sieur de Cadillac, the founder of Detroit.Continue reading...

logo-a-gogo

NYC Taxis Get Third Logo in Six Years

Posted by Mark J. Miller on December 9, 2013 11:11 AM

After a century without an official logo, New York City’s fleet of yellow cabs now have their third logo in six years. The newest one signifies the so-called Taxi of Tomorrow that may soon be a relic of yesteryear.

The logo for the Taxi of Tomorrow plays off the previous two with a large yellow T in a black circle. It came about because when the second one was plastered onto the Nissan NV200 minivan, it looked a little small. “It was a little anemic,” David S. Yassky, the chairman of the Taxi and Limousine Commission, said, according to the New York Times.

The Taxi of Tomorrow isn’t just a new logo. It has reading lights, climate control, electrical outlets, and antibacterial seats. Outgoing Mayor Bloomberg aimed to have all taxi fleets buy these vehicles when replacements needed to take place. But the New York State Supreme Court ruled that Bloomberg has overstepped, and can’t force taxi-fleet owners to make that choice. Continue reading...

brand roadmaps

Pixel by Pixel, Philips Reveals a New Logo and Brand Direction

Posted by Sheila Shayon on November 12, 2013 12:13 PM

Dutch technology brand Philips is set to reveal its new brand identity on Nov. 13—but not without a little help from its friends.

The #40 Best Global Brand is engaging fans with a sneak peek: a teaser social media campaign that allows anyone to "claim" one of 50,000 pixels in an image of the new logo by signing in with Facebook or Twitter and using the hashtag #UncoverPhilips.

The evolving image lives on an Uncover Philips microsite, in English or Dutch, where so far more than 18 percent of the image has been revealed with users from The Netherlands, US, India and elsewhere claiming more 9,000 pixels so far.Continue reading...

campaigns

NESCAFE Refreshes Dolce Gusto Brand With "Live With Gusto" Campaign

Posted by Sheila Shayon on November 11, 2013 11:26 AM

Celebrating its 75th anniversary this year, NESCAFÉ has something to crow about indeed as it’s the most popular coffee brand in the world, with more than 4,500 cups consumed every second.

The Nestle-owned brand has "regained momentum" this year and in Europe is outperforming the market, according to CEO Paul Bulcke, commenting on on sales over the last nine months. It's now turning to NESCAFÉ Dolce Gusto with a refreshed visual identity and new tagline, “Live With Gusto,” to celebrate its line of single-serve coffee machines now sold in more than 60 countries.

The multimillion-dollar campaign includes print and online ads, an infomercial with new ambassador, Mario Lopez, a website refresh, and social media engagement on Facebook, Twitter, Instagram, Pinterest and Google Plus, all showcasing "#DolceGusto" as a lifestyle choice.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?
BPBP
Branding Comeback Challenges
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
Digital Watch: WahlAT&T
Rethinking Possible With Transmedia Storytelling
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements