masters of their domains

'ICANN' Buy .XXX Now, But US Brands Spurn Costly New Top-Level Domains

Posted by Mark J. Miller on November 10, 2011 11:01 AM

Looking to get fancy with your site’s URL? It’ll cost you $185,000 to do it. 

The Internet Corporation for Assigned Names and Numbers (ICANN), the nonprofit group that oversees the Internet’s address system, currently has 22 generic endings, such as .com, .edu, and .org. But it will open the doors to applications on Jan. 12 to let sites buy up whatever tags they’d like at a price of $185,000 per URL. (Earlier this week, ICANN opened up .xxx web addresses to all of you in the adult-entertainment industry who have been waiting so patiently.)

Bloomberg BusinessWeek reports, though, that the program “is failing to win over U.S. brand owners.”Continue reading...

sports in the spotlight

GE Extends Olympics Sponsorship Through 2020

Posted by Mark J. Miller on July 1, 2011 02:00 PM

General Electric has decided to go “faster, higher, stronger” for another decade.

The 119-year-old brand co-founded by Thomas Edison has agreed to extend its Olympics sponsorship with “a four-games deal worth hundreds of millions of dollars,” according to the Associated Press.

As with past Olympics, when it owned NBC to help reinforce its branding, viewers worldwide will get to see the GE logo in every place possible through the 2012 London Olympics, the 2014 Winter Games in Sochi, the 2016 Olympics in Rio de Janeiro, and the 2018 Winter Games and 2020 Summer Olympics. The latter pair has not had their host cities selected, the AP points out.

The other current sponsors that will be involved with the Olympics through 2020 include Coca-Cola, Dow, Omega, Proctor & Gamble, and Visa.Continue reading...

doing good

Social (Activism) Media: Connecting With On-Brand Causes

Posted by Sheila Shayon on December 13, 2010 10:15 AM

While charities are increasingly using not just the web, but social media, to spur donations, cause-wired philanthropy is coming of age for brands, too.

Startups like Social Reality evangelize to major brands the value add of becoming involved, while the powerhouse that is Facebook's Causes campaign has seen massive success connecting brands with consumers around a worthy cause.Continue reading...

mom's the word

Febreze Targets Football Fans (Psst! They're Women)

Posted by Barry Silverstein on September 3, 2010 01:30 PM

If brand marketers have learned anything in the last decade, it's to not make assumptions about where to reach a target audience. Too many times, those assumptions prove to be misguided — and that means a brand may be missing out on media strategy that could grow market share.

Proctor & Gamble learned that lesson with the NFL. It's logical to assume professional football is watched by men, and therefore it makes little sense to advertise a brand targeted to women during televised games, right?

Wrong. Turns out that, for the 2009 season, one-third of the viewing audience for a typical NFL game were women, according to Nielsen. About 42 million women watched Super Bowl XLIV last February. Those are significant numbers by any measure, reason enough why Procter & Gamble has managed to get its Febreze air freshener brand selected as "Official Air Freshener of the NFL," and why the company is advertising the product during NFL games this year.Continue reading...

brand ambassadors

Hairesy! P&G Insures Troy Polamalu's Hair for $1 Million

Posted by Shirley Brady on August 31, 2010 11:30 AM

American Super Bowl champ Troy Polamalu has the most unforgettable hair in the NFL. It's now the priciest, too.

The Pittsburgh Steelers' star, two years into his endorsement deal for Procter & Gamble's Head & Shoulders anti-dandruff shampoo brand, is so renowned for his lustrous locks that P&G has taken out a $1 million insurance policy with Lloyd's of London on his trademark mane of black ringlets.

To quote Reuters, "no details were given of exactly what damage to his hair would trigger a claim on the insurance policy."

Around The Web: Pay Up

Posted by Sara Zucker on January 20, 2010 06:06 PM

The NY Times will start charging visitors for access to its website in 2011. [NY Times]

Microsoft sues TiVo over similar patents. [WSJ]

Soap opera-esque Cheer commercials now to offer a role in 'As the World Turns'. [BrandFreak]

JetBlue begins its search for a new media agency. [AdWeek]


brand news

Headline Roundup: Clean Slate

Posted by Stephanie Startz on January 4, 2010 09:10 AM

Delta and Northwest Airlines cleared for merger. [WSJ]

Smart phone apps can send targeted coupons and promotions based on location. [SF Chronicle]

Volvo, Geely to cooperate, remain separate. [WSJ]

AT&T drops their sponsorship of Tiger Woods. [FT]

New milk recall plagues China. [WSJ]

Goldman Sachs reviews London operations, may quit the city. [Telegraph]Continue reading...

brand extensions

GNC Flexes For A Female Market

Posted by Anthony Zumpano on November 10, 2009 05:15 PM

General Nutrition Centers (GNC) has always sold mainstream nutrition products. But the retail chain is better known for its protein-packing, body-shaping supplements, a mostly masculine domain.

Now, a new GNC ad campaign promises something for the ladies: a product line called WELLbeING, whose names all begin with the verb “be”: be-Refreshed, be-Wholesome, be-Hot. They may sound like daily-affirmation reminders rather than actual supplements, yet GNC is banking on them to tap a market currently serviced by Bath & Body Works and the Body Shop – part of the category I call “mall stores my wife shops at while I kill time at Game Stop.”Continue reading...

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