Best Global Green Brands 2014

sporting brands

With Thursday Night Football, CBS Joins Brands Betting Bigger on NFL

Posted by Dale Buss on August 19, 2014 02:52 PM

In many ways the National Football League brand has become a 365-day-a-year enterprise. But there's still nothing for football fans like the traditional kickoff of the actual NFL season, which begins September 4 when the Green Bay Packers visit the Seattle Seahawks.

That means the NFL itself, and the increasing number of other brands that depend on its success, are about as keyed up right now as the kicking team getting ready to rush down the field to defend their first kickoff.

Arguably no brand has more at stake this NFL season than CBS, which paid the league handsomely to add a package of games under Thursday Night Football to complement the network's Sunday programming. CBS will begin on September 11 airing a package of eight games that it hopes to turn into a prime-time powerhouse much like ABC did with Monday Night Football decades ago. The league launched its Thursday-night broadcasts a few years ago by airing them only on the NFL Network.Continue reading...

branded content

Branded Content Watch: Toyota Busts a Rhyme, Apple, Greenpeace and more

Posted by Abe Sauer on August 15, 2014 01:16 PM

It's been a busy week for branded content, and it seems like everyone was feeling a bit musical. From Depend's rap for "Underwareness" to the Manning brothers' remix for DirecTV, more brands than not were dropping the beat this week for fun, entertaining content and campaigns. Below, check out more branded content projects, including an emotional tribute to moms in Japan from Pampers and a short film from Apple, which shows how the iPad can be integral to music-making.Continue reading...

brand news

Brand News: NASCAR, Microsoft, GSK and more

Posted by Dale Buss on August 11, 2014 09:16 AM


Amazon halts some movie preorders in dispute with Disney.

GlaxoSmithKline nears clinical trial of ebola vaccine.

McDonald's reported worst monthly sales results in more than a decade as China meat scare whacks results.

Microsoft reignites Mac vs. PC debate in new Surface Pro 3 ad campaign.

NASCAR and sponsors grapple with Tony Stewart weekend tragedy.


adidas faces uphill battle for cool with Nike, which sees Rory McIlroy build acclaim (and justify brand's $200 million bet) with thrilling PGA Open win.

Alibaba cleans up "gray market" for brand-owners including Kering.

Annie's is energized by frozen-food launches.

Apple's Apple University design academy revealed in rare profile.

Aunt Jemima heirs file $2 billion suit against PepsiCo and Quaker Oats.

Bear Grylls backs down in trademark tussle with knife-maker.Continue reading...

brand news

Brand News: Samsung, POM, Priceline and more

Posted by Shirley Brady on June 13, 2014 09:09 AM


Samsung Galaxy Tab S, revealed last night in New York, puts Apple's iPad on notice with more colorful displays.

POM given go-ahead by US Supreme Court to sue Coca-Cola in false advertising case.

Priceline to buy OpenTable for $2.6 billion.

Tesla opens patents, meets with BMW to discuss electric vehicles.

Google reportedly preps Google Fit health data service.


Alibaba's Tmall extends luxury offerings with L'Occitane virtual store.

Apple recalls European iPhone power adapters.

Bonnaroo festival extends brand beyond music.

Campbell's challenged on V8 juice marketing.

Cannes Lions festival gets ready with first Lions Health summit.Continue reading...

personal brands

Is Seattle's Russell Wilson the Perfect Brand Ambassador? We're About to Find Out

Posted by Abe Sauer on February 3, 2014 05:52 PM

Seattle Seahawks quarterback Russell Wilson may have had a big win on the field during the Super Bowl, but he stands to have an even bigger win off the field.

At just 25-years-old, Wilson looks like he belongs as much in British boy band One Direction as behind center. Where his adversaries are old and robotic like Peyton Manning or aggressively sharp-angled and bicep-kissing like Colin Kaepernick, Wilson is soft spoken and monumentally humble. He's outwardly religious—but not Tim Tebow-religious. He's outspoken about being an underdog—but not Tim Tebow-outspoken about being an underdog. And at 5-foot-10 and 200 pounds, he's amazingly relatable as an Everyman—somebody you could actually be.

Add to all that his effervescent smile, hard-to-place ethnic background and Renaissance man attitude—Wilson is outspoken about his love of meditation and yoga (yoga!)—and you have the makings of a different kind of new age intellectual NFL star. Watch as the brands fall over themselves to sign him up.Continue reading...

The Big Game

Brands Beware: Bored, Disappointed Super Bowl Fans Lash Out on Social Media

Posted by Abe Sauer on February 3, 2014 04:49 PM

Sunday was not a good day to be Peyton Manning. It also wasn't a good day to be a brand associated with Peyton Manning, or for that matter, any brand at all. Fickle football fans took to the social airwaves to air their grievances over a Super Bowl that was largely unentertaining, leaving only the brands and their $4 million-a-pop ads to save the day. 

And while some, like Budweiser, won plenty of cheers for their efforts, others fell at the hands of consumers that took multiple stabs at big-game branding efforts. 

Much like McDonald's and Coke have seen with their social campaigns for the upcoming Winter Olympics in Sochi, many fans hijacked one or more of the many available hashtags touted by brands and turned them into markers for disapproval.

Of the more than 35 hashtags promoted by brands, only a couple really took off, but both for very different reasons.Continue reading...

place branding

Omaha Piggybacks on Broncos Play Call for Real-Time Tourism Boost

Posted by Mark J. Miller on January 14, 2014 08:12 PM

Omaha, Nebraska, isn’t necessarily top of mind for globe-trotting tourists, but the utterances of one NFL quarterback may help the longtime home of the College World Series and the birthplace of TV dinners earn more consideration.

Before 44 plays in Sunday’s NFL playoff game between the Denver Broncos and San Diego Chargers, Broncos quarterback Peyton Manning yelled out, “Omaha! Omaha!” A play signal of some sort, ESPN notes that only Manning and the Broncos know the reason for the word choice. 

Nebraska’s largest city isn’t concerned with the meaning. After all, Peyton's shouts heard by millions of viewers turned "Omaha" into a trending topic on Twitter during the game—likely the most airtime the local brand has ever seen. It didn't hurt that the Broncos won, either. Capitalizing on Omaha's moment in the spotlight, the Omaha tourism board tweeted its thanks to the legendary quarterback Sunday night.Continue reading...

sporting brands

From Matthews To Mayo, NFL Stars Shoot for Marketing Fame

Posted by Dale Buss on September 6, 2013 07:05 PM

It's another NFL season, meaning there's another cast of muscle-bound marketing idols attempting to cash in on their athletic achievements in what can be short careers.

Some of the players that brands are featuring most this year have been on the rise for awhile. Clay Matthews, for example, the highest-paid linebacker in the game for the Green Bay Packers, is the new "Mama's Boy" for Campbell's Chunky soup in the latest rendition of a campaign that is entering its 16th year. It's always what the brand described in a release as "a tough and focused competitor on the field, who becomes a Mama's Boy off the field."

Eli Manning doesn't quite have the true acting chops of his older brother, Denver Broncos Quarterback Peyton Manning, but the New York Giants signal caller keeps managing to roll up more endorsement traffic. This season, for example, he's continuing his promotional partnership with Dunkin' Donuts. It includes a sweepstakes in which customers get a chance to join Manning at a training center this fall.Continue reading...

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