Best Global Green Brands 2014

wisdom of the crowd

Wikipedia Brand Trust Erodes With PRikpedia, Gibraltarpedia Scandals

Posted by Abe Sauer on September 19, 2012 01:16 PM

Wikipedia's most valuable brand asset is trust. For the information portal, which turned 10 last year, to maintain its credibility, and its value, it must cultivate trust with its users, and create trust that self-interested parties are not influencing its product, i.e., its content.

So new questions about Wikipedia editors taking money to change content could combust into the greatest threat the brand has seen to date, bigger than waning interest and wooing academia or even rivals vying for its perch. One Wikipedia watcher suggests scandals are already taking a toll on Wikipedia's bottom line.Continue reading...

digital marketing

Cereal Thriller: General Mills Opens Box of Digital Trix

Posted by Shirley Brady on February 1, 2012 12:23 PM

Are cereal boxes "platforms for content"? So argues Mark Addicks, the chief marketing officer for General Mills, who walks USA Today's Jefferson Graham through the addition of QR codes and augmented reality to the company's cereal brands. Betty Crocker, by the way, is another digital/social platform for the company. "There's never been a time like this," observes Addicks, a 23-year veteran of the company. "Because of the digital technology that resides in people's hands … we can now deliver content that engages and enhances the experience. Before, we had to rely on a 30-second TV ad."Continue reading...

motown lowdown

Quicken Brings QR Codes to Detroit's Vacant Store Windows

Posted by Dale Buss on January 31, 2012 10:01 AM

Last August, to mark its first year in downtown Detroit, Quicken Loans took to the streets to ask local business owners and downtown Detroit leaders why the Motor City is a great place to live and work, even if it's still struggling (which it is) to rebound to what it once was. 

Now one of downtown Detroit's biggest business boosters is proving there's more than one way to bring retailing back to the heart of America's most distressed big city. If you can't fill vacant storefronts with actual retail stores and shoppers on foot, Quicken Loans founder Dan Gilbert figures, why not try a new form called "virtual retailing"?Continue reading...

mobile marketing

Mobile Action Codes Come of Age. Do Consumers Care?

Posted by Sheila Shayon on January 26, 2012 11:01 AM

The global market for mobile marketing and advertising is booming, with QR codes and augmented reality experiences bringing brand messaging interactive and (dare we say) fun. But what best practices are emerging — and how are they clicking with consumers?

As SpyderLynk CMO Jane McPherson has noted, the challenge is getting consumers to use them, and benefit from the experience: "If everyone throws QR codes on everything without offering consumers value beyond a web connection, will it turn consumers off? Right now there’s still a novelty factor, but marketers are going to have think more carefully about the best times, places, and ways to use mobile activation codes.” 

A new study by mobile marketing and tech research firm Nellymoser aims to answer that question by looking at "mobile action codes" in the top 100 national magazines in the U.S. last year — or more formally, “Mobile Action Codes In Magazine Advertising 2011 Including QR Codes, Microsoft Tags and Digital Watermarks.”

The report notes the rapid growth of mobile action codes vying for magazine readers' attention. “A record 4468 mobile action codes, which we broadly define to include all 2D barcodes, QR codes, Microsoft Tags, and watermarks, were printed in the top 100 U.S. magazines in 2011," the report notes. "These codes offer publishers and advertisers a compelling way to launch print-to-mobile and print-to-social campaigns that engage readers, build brand loyalty and capture new business."Continue reading...

brand r.i.p.

QRIP: You, Too, Can Have Immortal Life With QR Codes!

Posted by Mark J. Miller on August 30, 2011 11:08 AM

A cemetery is filled with mystery. The few words of every headstone can’t convey the full lives of those who lie within, all the people and worlds they connected to and affected.

The names, dates, eulogizing words, and fonts can intrigue but now there is a way for loved one to honor those who have passed away in a way for anyone with a Smartphone can learn more about them and it’s not tribute websites or social media.

It’s a QR Code.

Quiring Monuments of Seattle “offers up the option of placing a small QR code on a grave marker that leads to a password-protected memorial and biographical site dedicated to the deceased,” Death and Taxes reports. “So cemetery visitors can use their mobile devices to learn all about their dead loved ones’ lives.” Continue reading...

auto motive

Nissan’s QR Marketing Enables ‘After Hours’ Shopping

Posted by Dale Buss on August 8, 2011 12:00 PM

In yet another sign that Japanese auto brands aren’t just sitting on their hoods waiting for vehicle supplies to return to normal, Nissan has pioneered the use of Quick Response (QR) codes among auto retailers in the U.S. market.

The codes perform functions for Nissan, its dealers and products similar to the information and communication assistance they lend shoppers at the supermarkets, department-store chains  and other brands that quickly have flocked to using QR. Recently, Toyota disclosed its own innovative mobile-information apps using SpyderLynk's SnapTags.

Launched in June with the 2012 Nissan Altima and Sentra models, Nissan’s QR codes are found on individual window stickers of the vehicles along with standard equipment, options, mileage, price and other information that is there by law. Smartphone users can snap a photo of the code and access specific vehicle information such as key features, available accessories, incentive offers and even dealer inventories.

The program “puts important decision-making information at shoppers’ fingertips while on dealership lots, helping sales personnel make a more effective presentation, as well as providing customers with a ‘silent salesperson’ if they are shopping the lot after hours,” stated Jon Brancheau, vice president of marketing for Nissan North America. “It’s a true mass-market effort across all products and all Nissan dealerships nationwide.”Continue reading...

branding together

Taco Bell and MTV's VMAs: A Food, Facebook and QR Combo to Go

Posted by Sheila Shayon on July 28, 2011 02:00 PM

Taco Bell is extending its marketing partnership with MTV with a co-branded campaign to promote the upcoming MTV Video Music Awards (VMAs) to Taco Bell fans with a sweet deal: a Big Box Remixed special featuring four classic Taco Bell menu items with a side order of exclusive music content. 

The co-branding partnership is also something of a special deal for the leading Mexican-style quick service restaurant chain, as it marks Taco Bell's foray into the social media space of QR code packaging via a free mobile app.Continue reading...

mobile marketing

QR Codes Flourishing as Sun-Maid Puts Them on Packaging

Posted by Barry Silverstein on May 12, 2011 11:30 AM

You know those funny-looking graphic squares — the ones that appear to be a cross between a bar code and a complicated maze? Those ubiquitous QR codes (short for Quick Response) are popping up just about everywhere these days — on print and television ads, on outdoor billboards, in store windows, and on product packaging.

The appeal is simple: QR codes can embed text, URLs and other data that can be decoded by a camera phone with the appropriate software. Basically, when consumers point an enabled phone at a QR code, they get taken to a special offer, a promotional website, or some other relevant information.

While QR code usage is widespread in Japan, where it was invented, the concept is still gaining traction in the US. But as smartphones proliferate, product marketers like the 99-year old Sun-Maid brand are leveraging the new technology in the hopes of gaining a competitive edge.Continue reading...

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