CES Watch

CES 2015: Intel and Whirlpool Bring Conscience to the Connected Ecosystem

Posted by Sheila Shayon on January 7, 2015 01:31 PM

Smart tech this week is getting smarter—with a heart—as two major brands at the Consumer Electronics Show in Las Vegas are bringing their corporate citizenship to the conversation about what brands can and should stand for within the connected ecosystem.

As part of his well-received keynote address on Tuesday at CES 2015, Intel CEO Brian Krzanich not only wowed the crowd with selfie drones and other cutting-edge innovations. He also challenged the tech industry to hire more women and minorities while pledging to reach full representation in his company's workforce by 2020. 

Making the promise concrete, each Intel manager’s pay will be tied to progress in these areas. "This isn't just good business," Krzanich said. "It's the right thing to do. When we all come together and commit, we can make the impossible possible."Continue reading...

corporate citizenship

Airbnb Wants to Make the World Smaller, #OneLessStranger at a Time

Posted by Shirley Brady on December 30, 2014 04:43 PM

Airbnb One Less Stranger

Airbnb is kicking off a social giving campaign in the spirit of looking ahead to a new year: One Less Stranger, which is donating $1 million to its community of users witht he goal that they pay it forward—and help "make the world smaller, one less stranger at a time."

Each donation of $10 can be redistributed in any way each person sees fit, with a microsite highlighting stories (tagged #OneLessStranger) of how people are sharing the wealth.Continue reading...

bc q&a

Rebranding with Heart: Five Questions With Jennifer Batley, Gordon Food Service

Posted by Shirley Brady on December 23, 2014 01:01 PM

Gordon Food Service 2014 rebrand

Gordon Food Service classic food delivery truck truck

Gordon Food Service was founded in 1897 by Dutch immigrants as a simple butter-and-egg delivery service by horse and carriage, and has grown to become the largest family-managed business in North America’s foodservice industry.

With more than 115 years in business, the Wyoming, MI-based company made its name on its commitment to heartfelt service, precise delivery, innovation—and remaining passionately committed to its own people and customers. 

Operating in recent years as GFS, its management team felt it was time to bring those values more to the fore, and last month revealed a more modern and personal look and feel, including a new logo, tagline and naming system to bring the Gordon family name front and center. The goal of the rebrand is to reinforce, internally and externally, that it’s a people-focused company and that customers are part of the family, too.

With that in mind, the new tagline—“Always at your table”—aims to showcase the company’s readiness to partner with customers to achieve their goals. brandchannel spoke with Jennifer Batley, North America Senior Manager of Customer Experience, to find out what the refreshed branding means for existing and new customers. Continue reading...

corporate citizenship

Knit Together: How Brands Build Charitable Campaigns That Connect

Posted by Amanda Caswell on December 10, 2014 04:55 PM

Target TOMS

“One for you, one for me,” has long been a motto for holiday shoppers, but more and more, brands are making it easier for consumers to give gifts that are “one for you, and one for you too.” There’s been a telling trend shift from the traditional model of “a portion of your sale will support Charity X” towards more tangible expressions of charity. Brands are responding to consumers’ preference to start doing more for the world through the brands they choose by offering products that donate physical items that make a difference.

This year, retail giant Target partnered with TOMS to give back for the holiday season. With the co-branded “One for One, For All” campaign, every purchase made from their limited-edition Target + TOMS collection donates a blanket, meal or pair of shoes to someone in need.

The collection, which includes apparel for women, men and kids, plus home accessories, is tagged with the specific items associated with your purchase. For example, buying a women’s poncho “gives one blanket to those in need.”Continue reading...

cause marketing

FEED Supper Makes Strides to 1 Million Meals Goal

Posted by Sheila Shayon on October 3, 2014 01:03 PM

FEED Projects is halfway through its monthlong Feed Supper campaign, which started on September 16 and wraps up on the UN's World Food Day on October 16.

The goal is to provide 1 million meals to Feeding America through hosted dinner parties, and it's more than halfway there, with more than 625,000 meals provided as of today.Continue reading...


Clorox Brings Twitter-Powered Safe Water to Peru via SXSW Eco

Posted by Sheila Shayon on October 1, 2014 05:22 PM

Now in its fourth year, SXSW Eco is about to kick-off with some social-savvy brand participants.

Clorox is testing a Twitter-powered water dispenser to raise awareness and funds for its Safe Water Project.

The two-year-old initiative helps deliver 400,000 liters of safe drinking water daily through public bleach dispensers to more than 25,000 people in rural Peru, where one in seven people don't have access to safe water. 

For each tweet with the hashtag #safewaterproject, Clorox will donate $1—enough to provide safe water to a Peruvian for four months. It hopes to raise $2,000 at the environmentally-focused conference and $20,000 through the end of the year.Continue reading...

celebrity brandmatch

Yao Ming, Goodwill Ambassador for the Elephant

Posted by Sheila Shayon on September 25, 2014 03:03 PM

Yao Ming is already a one-man brand, having proven himself against the likes of Shaquille O’Neal as a 22-year-old NBA rookie. Now, more than ten years later, the former Houston Rockets star is a one-man band with a mission: to wean China off its love of ivory and save Africa’s endangered elephant population. 

In just the past three years, 100,000 elephants have been poached for their tusks in mass-slaughters as the appetite for ivory grows in Ming’s home country. The death toll rises annually with 25,000 African elephants murdered last year and 4.5 million killed in the last 60 years. 

Nicknamed the “Great Wall of China,” the 7’6” Yao, now 33, told the Washington Post he connects with Africa as “many animals there are bigger than me.”

So he launched a campaign in partnership with WildAid, Save the Elephants, the African Wildlife Foundation and the Yao Ming Foundation to defend the largest, gentlest creatures on the planet from man. Joining the cause, Discovery's Animal Planet network will debut a feature documentary, Saving Africa's Giants with Yao Ming, on Nov. 18.Continue reading...

brands under fire

Dirty Money: NFL's Image Problem Likely to Affect its Charitable Efforts

Posted by Mark J. Miller on September 19, 2014 05:37 PM

Breast Cancer Awareness Month kicks off in October and it appears that at least one brand will be using it to punish the NFL for its role in an ongoing player misconduct controversy. 

P&G’s Crest brand has pulled out of A Crucial Catch, the league's breast cancer awareness initiative with the American Cancer Society, CBS Sports reports, in the wake of the domestic violence accusations and criticism of NFL Commissioner Roger Goodell. The brand planned to have one player on each team acting as an ambassador and wearing a pink mouthguard while also engaging with fans on social media. While Crest's involvement with the campaign is no more, P&G says it still intends to donate the funds to cancer research on its own.

The decision came after the league was widely criticized for its handling of the suspension of Ray Rice for domestic violence, an incident that had a snowball effect on players and teams throughout the league. Radisson Hotels has suspended its sponsorship of the Minnesota Vikings after Adrian Peterson was arrested for reckless child injury. This all happened, the Sacramento Bee notes, the same week the league released a report that “shows one of four players will develop neurological disease during his career.”Continue reading...

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