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place branding

Greater Danes: Denmark Expands Presence in Copenhagen and America

Posted by Mark J. Miller on March 6, 2015 11:55 AM

Denmark's capital city of Copenhagen would like to get a bit bigger to help it draw a few more tourism dollars, but there’s no real way to grow it geographically.

So the city is attempting to get a bit clever and include a neighbor in its tourism marketing efforts as well—Sweden, which is no slouch when it comes to place branding.

The leaders of Copenhagen are hoping that the good folks of the southernmost province of Sweden, Skåne, that borders the city will be up for identifying themselves as Greater Copenhagen.

The region is already known as Øresund, but that name doesn’t exactly ring a bell for anybody who lives outside of the region.Continue reading...

bc q&a

Fiji Water Plays Up 'Untouched' Origin Story in First TV Campaign

Posted by Dale Buss on February 16, 2015 05:01 PM

Fiji Water Untouched

Fiji Water is the No. 1 premium bottled-water brand in the US but has never felt the need to advertise on TV—until now.

The brand owned by Roll Global debuted a $30 million marketing campaign on Monday, under the banner "Untouched," with a series of 30-second spots (and the hashtag #EarthsFinest) designed to reinforce the brand's autheniticity by promoting the pristine origins of its pure water source along its namesake homeland.

The water really does come from Fiji, from a source on the island of Viti Levu at an ancient aquifer "deep within the earth where it remains protected from external impurities," as the brand puts it in a press release today.Continue reading...

place branding

Maple Belief: Celebrating 50 Years of Canada's Iconic Flag

Posted by Mark J. Miller on February 16, 2015 11:55 AM

Canada may have the image of being a fairly peaceful place (except perhaps in the corners of hockey rinks across the land), but there was a whole lot of discontent in the months leading up to the introduction of its current flag 50 years ago.

The nation’s former flag featured the British Union Jack and many did not want to lose it. When the current flag was voted to take that flag’s place in 1965, it was contentious and, as former Prime Minister Jean Chretien told CTV News, “Those who had voted for the flag got up to sing 'O Canada' and unfortunately they were booed."

There was even some decidely unCanadian pushing and shoving between members of Parliament after the vote. Now Canadians are falling overthemselves to honor the flag.Continue reading...

place branding

Toronto's Brand Rises with The Economist's Safe Cities Index Nod

Posted by Mark J. Miller on February 3, 2015 03:26 PM

Toronto has just found itself at the TOp of an impressive list: The Best Place to Live.

The Economist Intelligence Unit (EIU)'s 2015 Safe Cities Index anointed the Canadian city perched on Lake Ontario after weighing a variety of factors including safety, democracy, cost of living, business environment and global food security.

Toronto scored in the top 10 of all of them except for cost of living, where it ranked 70th. But it did well enough on all the rest to place first. Continue reading...

place branding

Putting the 'LA' in Play, SoCal Students Seek to Rebrand Los Angeles

Posted by Catherine Straut on December 23, 2014 12:03 PM

Los Angeles has long been associated with beach-goers, blondes and Hollywood bombshells, but recently it's become a major hub for tech, advertising and media. To reflect the growth and change the conversation about the city's culture, students at Loyola Marymount University’s Institute of Marketing participated in a contest with the aim of rebranding LA, modernizing the city's image to reflect its evolution.

The judging panel included some of the ad industry’s big names, such as Eric Johnson, President and Founder of Ignited; Krizstina Holly, Entrepreneur-in-Residence for the LA Mayor’s Office; Jerry McGee EVP of 4A’s Western Region; and Angela Pih, Managing Partner at SelectNY. Students had 15 minutes to present their idea showcasing how the city offers "a unique place where businesses prosper due to a climate of creativity and innovation," according to the assignment prompt.

The winning group is "Team Santa Monica," comprised of students Natalie Alaverdian, Sabrin Budhrani, Nathan Poore and Nenah Bond. The four created Make Your Play, a website that includes a full promotional video as well as all brand communication assets—out of home, digital, experiential, media and more.Continue reading...

place branding

With Made in Brooklyn, Borough's Brand Stewards Battle Boredom

Posted by Mark J. Miller on October 14, 2014 05:05 PM

Brooklyn has been America’s hipster heaven for a few years now and its organic, locally-sourced shine that once lit up the globe has started to lose a tiny bit of its luster, just as Seattle, Austin, and Portland have before it. Part of the issue is that the Brooklyn name has become ubiquitous.

As the Wall Street Journal notes, a Paris restaurant was called “très Brooklyn” back in 2012 as a compliment but now the term is being used to compliment “men’s hats, socks, pedal bikes and McDonald’s hamburgers,” according to the restaurant’s chef, Braden Perkins.

Now Brooklyn's brand stewards are doing what they can to curtail international burnout on the borough.Continue reading...

place branding

The Riskiest Bet of All: Why Atlantic City Needs to Find Its Brand

Posted by Corey Lewis on September 11, 2014 11:01 AM

In 2006, Atlantic City and Las Vegas were the American capitals of casino, with AC pulling in over $5.2 billion in revenue—a milestone for the resort town. Eight years later, the Jersey Shore city's intake has nearly been halved and debt continues to shutter casino hotels one, after another, after another.

Three casinos have already closed, including the iconic Showboat, shiny, two-year-old Revel, and the Atlantic Club, while Trump Plaza plans to hang its hat next week and Trump Taj Mahal just filed for bankruptcy. By 2017, Deutsche Bank predicts that there will only be six casinos left along the storied boards.  

Competition; the economy; corrupt politicians; Superstorm Sandy—the finger of blame has been pointed at many, but what is really at the heart of Atlantic City's most recent struggle?Continue reading...

place branding

Rule-Breaker to Rule-Maker: Is NYC's Long List of Bans Ruining Its Brand?

Posted by Elisabeth Dick Oak on August 26, 2014 11:51 AM

NYC. Gotham. The Big Apple. New York City used to be the place to go a little crazy. It was a town of Whitman and Warhol. You could fly high or fall on your face. As they say, if you could make it there, you could make it anywhere.

Over the last decade, however, New York City’s brand has moved from being known as the “breaker of rules” to the “maker of rules,” and it’s starting to feel, well, a little tame.

Graffiti, and even scratchiti, is immediately scrubbed from subway cars. Tickets for jay walking have sky rocketed. The speed limit may soon decrease to 25 mph and New Yorkers’ favorite hangover cure, the so-called “bottomless brunch,” is now illegal.Continue reading...

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