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bc q&a

Brand News: Pebble x Kickstarter, Barclays x Twitter, Starwood x Uber

Posted by Dale Buss on February 25, 2015 09:20 AM

TOP STORIES

Pebble sets record for Kickstarter with latest smartwatch.

Barclays becomes first UK bank to allow payments by Twitter and expands brand publishing.

Buick and Lexus top Consumer Reports annual car brand ranking.

Mondelez sells Mobile Futures-developed Betabox agency to Gary Vaynerchuk's Vayner Media.

Starwood taps Uber for preferred guest loyalty rewards program.Continue reading...

brand news

Brand News: Nissan, Lance Armstrong, New York Fashion Week & More

Posted by Dale Buss on February 17, 2015 09:15 AM

TOP STORIES

Nissan "With Dad" commercial wins YouTube Super Bowl Ad Blitz (more in our Q&A with SVP Fred Diaz).

Lance Armstrong is ordered to pay $10 million to promoter who helped expose his doping fraud.

New York Fashion Week sees social marketing go mainstream as Tommy Hilfiger shows NFL fever on brand's 30th anniversary.

JetBlue's new CEO struggles to appease Wall Street and passengers while Starwood Hotels CEO resigns in "mutual" agreement.

Apple creates auto industry nightmare with EV plan as Apple Watch not seen as ready for full health tracking, despite ordering more than 5 million watches for initial run.Continue reading...

campaigns

With #LiveYours, Oakley Highlights Athletes' "One Obsession"

Posted by Mark J. Miller on February 16, 2015 01:15 PM

The sunglasses and athletic crossover marketplace is crowded, with Ray-Ban, Chanel, Prada and plenty of others doing battle in the space.

Oakley is aiming to differentiate itself with a new branding campaign that aims to use its pack of sporty ambassadors and social media touchpoints to expand its brand awareness and market share in the US and abroad, reaching 22 countries.

Entitled “One Obsession,” the campaign highights pros and non-pros who are focused on their passions, whether it's a professional sport or exploring "a remote mountain peak, backyard trail, secret surf spot or suburban garage."Continue reading...

brand news

Brand News: Apple, LG, Amazon and more

Posted by Shirley Brady on February 16, 2015 09:31 AM

LG Urbane smartwatch

TOP STORIES

Apple improves iMessage and FaceTime security following hack as electric car news trickles out, Jony Ive is profiled in The New Yorker and Apple Pay earns the White House seal of approval.

LG releases luxury smartwatch (the Urbane, above) with Android ahead of Mobile World Congress as brand takes Samsung spat to YouTube.

Amazon drone air delivery plan faces setback with FAA move to regulate space.

Hershey faces backlash for move to ban UK-made Cadbury chocolates in the US.

adidas gets endorsement from Pharrell Williams in midst of Kanye West New York Fashion Week hype.Continue reading...

trademark wars

Trademark Watch: Sriracha, Left Shark, Red Bull and Pit Bull Edition

Posted by Nicole Briggs on February 13, 2015 03:54 PM

No Crying Over Spilled Sriracha: With no trademark protection, the name “Sriracha” is hot right now. Tribe just released a Sriracha-flavored hummus, while Heinz is launching a Sriracha-flavored ketchup and Tabasco has its own version. Yet David Tran, the man who created the sauce, doesn’t see the lack of a trademark as a missed opportunity. Rather, he sees it as free advertising for Huy Fong Foods, which has never had a marketing budget.

MLB Challenges WalletHub over “W”: With 1,000+ trademarks on file for the letter “W,” who can say it belongs to just one company? Major League Basebll feels the WalletHub logo too closely resembles the “W's” held by the Washington Nationals and Chicago Cubs. Attorney S. Lloyd Smith, who represents WalletHub's owners, feels the MLB is “plainly overreaching in this case.” However, the league asserts that the logo’s resemblance is likely “to cause confusion, to cause mistake, and to deceive the trade and public.” How likely are you to confuse WalletHub’s personal finance site with a sports team logo?Continue reading...

brand essence

Oakley Takes Its Disruptive Design to Retail

Posted by Mark J. Miller on July 22, 2014 10:31 AM

Oakley kicked off its first global campaign under the banner "Disruptive by Design" in March, and it appears to be having a positive reception as brand enthusiasts have been posting images of the company’s new “design bunker” at its corporate HQ across social media.

Oakley is also getting some nice face time thanks to this summer's Tour de France, as cyclists grind through one of the most grueling and difficult competitions in the world. The Tour has been a centerpiece for Oakley since way back when Greg LeMond was riding in it.

Oakley challenged itself back in 2008 when two custom pairs of shades were designed and built from scratch in the two weeks before the race got started, according to VeloNews. They served as the prototype for a new line.Continue reading...

branded entertainment

Branded Content Watch: Oakley, Samsung, Nike and more

Posted by Abe Sauer on May 23, 2014 02:10 PM

Someday, everything will be narrated by Kevin Spacey: The Oscar winner's voiceover can be heard on Oakley's "A Story of Disruption" short documentary exploring the brand's philosophy and 40 years of product design. "Disruption" comes complete with a fancy-pants microsite, too.

Ford's Lincoln Theatrical Aspirations: Not only is it the signature sponsor of the Tribeca Film Festival, Lincoln Motors is producing its own film. The noir short Alethea follows actress Elsa Carette as she is transported through New York City in a Lincoln MKZ:Continue reading...

tech innovation

Smarter (and Sexier) Wearable Tech Looks Beyond Early Adopters

Posted by Sheila Shayon on May 1, 2014 10:45 AM

The world's biggest e-tailer is now in the wearable tech business. That's right: Amazon, that bellwether of all things retail/e-tail, just opened a Wearable Technology store this week, devoted exclusively to selling smartwatches, activity trackers, healthcare devices, wearable cameras—even trackers for your pet.

From top brands like Samsung, Jawbone, LeapFrog (yes, there are kid wearables) and GoPro, to brands-to-watch like Basis and Misfit, "Wearable technology is an exciting category with rapid innovation and our customers are increasingly coming to Amazon to shop and learn about these devices," says John Nemeth, Amazon's director of Wireless and Mobile Electronics.

Facebook just paid a staggering two billion dollars to acquire Oculus VR, the virtual reality startup whose Oculus Rift gaming headset resembles a scuba mask with a metal plate on the front, while Intel acquired smartwatch-maker Basis Science for $100 million and insiders say that Apple will bring its highly anticipated iWatch to market this year.

As the New Yorker observes, “Companies love the idea of wearable technology because that constant data stream would be a bonanza for marketers, measuring what people are doing every second, even while they’re asleep.” Consumers, however, are not flocking to bulky, strap-on devices as proven by hundreds of Samsung's Galaxy Gear smartwatches that popped up on eBay a mere six months after launch.Continue reading...

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