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

Nestle Fitness Breast Cancer Campaign Tweets to Save the Tatas

Posted by Sheila Shayon on October 25, 2013 12:35 PM

If this is what Apple meant by "wearable tech," then they might be on to something.

Nestlé Fitness is promoting breast cancer awareness with the latest in social undergarments: the Tweeting Bra. Yes, a bra that tweets reminders to your mobile phone to administer a breast self-examination. As digital and corporate citizenship campaigns go, you might call this one off the hook. It's also putting the Geek in Greek, with some chic.Continue reading...

china

Coca-Cola Experiments with Isolation and Friendship in China

Posted by Abe Sauer on May 8, 2013 01:38 PM

Isolation and loneliness may seem like an odd foundation for a Coca-Cola campaign, but in China, the brand is aiming to bring the smile associated with Coke to a generation afflicted with such attributes as they try to find their way in suddenly booming metropolises.

Coca-Cola's "Friendship Experiment" aims to capture moments of "happiness creation" by inviting "complete strangers to come together and share a moment of connection." It's an effort by Chinese photographer Kurt Tang to combat what he saw as the "dispiriting sense of isolation and loneliness" found today in China's cities.

"We even date through virtual social networks instead of more intimate, human close-in-person communications," Kurt Tang, the photographer and 'Happiness Creator' of the Friendship Experiment, told brandchannel. Tang's photo and video collection, a project that used Coke to bring urbanites together, recently showed at the Fei Gallery in that same city. Notably, the photo exhibition does not contain Coke bottles or products, although some of the videos do.Continue reading...

social media watch

Socialbakers Aims to Elevate Facebook Marketing

Posted by Sheila Shayon on April 23, 2012 04:01 PM

Socialbakers claims it's #1 source for global Facebook data (other than Facebook, of course) with more than 10 million Facebook pages and places indexed.

The social media analytics company just launched its AnalyticsPRO product designed to enhance social media performance through competitive insights, engagement and influencer identification.

The proprietary technology tracks Facebook and Twitter campaigns for any company, enterprise to small business, while monitoring industry competitors. It’s currently the most utilized social media analytics platform in Europe, with 250,000 users across 75 countries.Continue reading...

mobile marketing

American Express Gets Festive with Talking Tags

Posted by Sheila Shayon on December 21, 2011 11:31 AM

Augmented Reality is hot among brand marketers, and American Express was inspired to test a seasonal spin on AR.

AmEx card holders in Australia were sent a Talking Tag to include with gifts for prank-playing partners, naughty friends, nice siblings, and wolf-crying colleagues. The tags direct recipients to an augmented reality experience customized just for them.Continue reading...

china

The Great Fail of China: Celebrity Over-Endorsers Confuse Fans

Posted by Abe Sauer on September 13, 2011 07:15 PM

When it comes to China, they all look the same. Celebrity endorsements, that is.

That's the findings of a new report from Millward Brown with Ogilvy China, titled "Middle Kingdom’s Celebrities-to-be: Faceless People and Unsung Heroes – Imperatives for Celebrity Advertising in China."

It seems that the celebrity endorsement has become so popular in China that overlapping shilling is causing mass confusion.Continue reading...

tech talk

12 Ways to Engage the "Tech Fast Forward" Family

Posted by Barry Silverstein on June 22, 2011 12:00 PM

Brand marketers, take note: There's a new family segment called "Tech Fast Forward" (TFF) that represents new opportunities for the future.

According to a just-released study by Ogilvy & Mather in partnership with Communispace, this emerging demographic is a household that uses more sophisticated technology than the average person and includes children ages 3 to 12.Continue reading...

auto motive

Ford: Small Cars, Big Profits

Posted by Dale Buss on April 26, 2011 06:00 PM

Two events have turned the US auto industry on its head, or at least quite a bit cockeyed: the rise of $4-a-gallon gasoline, and the earthquake and tsunami in Japan. Small cars are enjoying a combination of rising demand and tight supply because of those two still-unfolding developments.

And they are two big reasons why Ford was able to post a robust, $2.6-billion first-quarter profit on Tuesday, even though the US auto market is still operating at volumes several million units below annual sales of just a few years ago.

There were two other contributors as well to quarterly results that had Ford CFO Lewis W.K. Booth “feeling pretty good” on Tuesday.Continue reading...

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