Best Global Green Brands 2014

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Storyteller-in-Chief: A Conversation With Levi's Global CMO Jennifer Sey

Posted by Shirley Brady on August 13, 2014 07:26 PM

On the Fourth of July in 2009, Levi's launched "Go Forth," a new voice and campaign for the Levi’s brand and Levi’s 501 jeans. The "striking" call to arms featured the words of Walt Whitman and summoned America's pioneering zeal. After taking the "Go Forth" platform global two years later, Levi's quietly phased out the tagline in 2012, and it has been without a global brand campaign—until now.

Levi's is in the midst of rolling out the "Live in Levi's Project," a multifaceted global campaign and digital platform (in partnership with AKQA) that features dynamic content to engage fans worldwide in the Levi's brand experience. Blending storytelling with social media, targeted content and e-commerce worldwide is no mean feat, which is why Levi's global chief marketing officer Jennifer Sey conducted extensive research before venturing into the world of shoppable videos, Weibo and WeChat, iBeacon and user-generated content and curation.

Sey, a 15-year veteran with Levi's who was promoted to global CMO a year ago, spoke with brandchannel Editor-in-Chief Shirley Brady about the vision and tactics informing the Live in Levi's platform and the challenge of channeling and elevating passion in such an iconic brand. As Sey commented, "If Levi’s isn’t an icon, I’m not sure what is!"Continue reading...

tech innovation

Smarter (and Sexier) Wearable Tech Looks Beyond Early Adopters

Posted by Sheila Shayon on May 1, 2014 10:45 AM

The world's biggest e-tailer is now in the wearable tech business. That's right: Amazon, that bellwether of all things retail/e-tail, just opened a Wearable Technology store this week, devoted exclusively to selling smartwatches, activity trackers, healthcare devices, wearable cameras—even trackers for your pet.

From top brands like Samsung, Jawbone, LeapFrog (yes, there are kid wearables) and GoPro, to brands-to-watch like Basis and Misfit, "Wearable technology is an exciting category with rapid innovation and our customers are increasingly coming to Amazon to shop and learn about these devices," says John Nemeth, Amazon's director of Wireless and Mobile Electronics.

Facebook just paid a staggering two billion dollars to acquire Oculus VR, the virtual reality startup whose Oculus Rift gaming headset resembles a scuba mask with a metal plate on the front, while Intel acquired smartwatch-maker Basis Science for $100 million and insiders say that Apple will bring its highly anticipated iWatch to market this year.

As the New Yorker observes, “Companies love the idea of wearable technology because that constant data stream would be a bonanza for marketers, measuring what people are doing every second, even while they’re asleep.” Consumers, however, are not flocking to bulky, strap-on devices as proven by hundreds of Samsung's Galaxy Gear smartwatches that popped up on eBay a mere six months after launch.Continue reading...

brandcameo

James Bond Product Placement Exec Assures Fans There's No 007 Uh-Oh in Skyfall

Posted by Abe Sauer on November 1, 2012 02:42 PM

The upcoming James Bond film Skyfall is a marketing juggernaut for its tie-in partners as well as for the products that will actually appear in the film. These placed products include Coke Zero, Sony, Caterpillar, gunmaker Walther and, of course, most famously, Heineken. Even Turkey and China are associating with 007.

One of the firms responsible for some of Skyfall's product placement is Seesaw Media. Brandchannel spoke with Seesaw Media Founder and Director Darryl Collis about the hullaballoo over the product placement in Skyfall as well as how all of the negative media might impact future product placement deals.Continue reading...

brandcameo

Product Placement Watch: Why is Sony Selling Ray-Ban Knock-Offs to MIB3 Fans?

Posted by Abe Sauer on May 31, 2012 11:43 AM

The product placements in Men in Black 3 have not gone unnoticed. From Ford to Dunkin' Donuts to cheesy tabloids, the franchise cashed in with brands looking to associate with the men in black (and the fans who love them).

One product placement that is causing some confusion, however, is the Men in Black's trademark sunglasses. No, not Sony's battle over who is to pay for the audience's 3D glasses, but the sunglasses worn by Agents J and K and, well, younger K (pre-K?)

It's one of the more bizarre cases in product placement recently that results in an officially licensed product being a knock-off of a product featured on-screen and long associated with the movie franchise.Continue reading...

brand news

In the News: J&J, Goldman Sachs, Saab and more

Posted by Dale Buss on May 12, 2011 09:00 AM

In the News

Apple's latest iPad 2 customer: the Queen of England.

AT&T defends T-Mobile acquisition.

Cisco predicts more hardship and further job cuts.

Deutsche Borse head urges NYSE shareholders to approve merger.

Goldman Sachs reputation suffers in poll.

Hermes results quantify comeback of luxury sector.

J&J recalls HIV drug as its Cordis unit loses patent dispute to Boston Scientific.Continue reading...

viral marketing

Ray-Ban's New Viral Video a Skeptical Subway Sprint

Posted by Shirley Brady on January 19, 2011 05:30 PM

Ray-Ban's Never Hide Films project is back with Subway Running, another made-for-viral, how'd-they-do-that? video.

While the comments are uniformly skeptical that this stunt is unedited, it was a trending video on YouTube within its first day of being posted. Check out its previous effort, Photocopy Romance, after the jump.Continue reading...

doing good

Warby Parker: DIY Glasses Online, Force for Good Offline

Posted by Sheila Shayon on January 18, 2011 03:00 PM

Remember the first thing you bought online – a book, CD, DVD?                                           

The thought of larger purchases was a dim shadow then, but e-commerce has defied conventional wisdom and people now buy everything from groceries, diapers, flowers, wedding dresses, cars, houses, wine and now… prescription glasses online.

Warby Parker has sold 20,000 pairs of glasses since launch last February, including its own branded frames as well as styles by Ray-Ban, Chanel, Prada, Ralph Lauren and Gucci. For every pair of glasses sold, a pair is donated to individuals who can't afford glasses (as outlined in the video above). Talk about a social vision.Continue reading...

product placement

Sunglass Brands Struggle on the Big Screen

Posted by Abe Sauer on May 5, 2010 01:25 PM

We recently looked at brands with product integration deals in Iron Man 2 and whether or not those brands were taking full advantage of their promotional with off-screen marketing tie-ins. Then there are brands without official deals with the film that hope to take advantage nonetheless, like sunglasses.

Sunglasses of course are the epitome of the product placement paradox.

Unlike, say, an Audi R8 Spyder, cool shades are one of the cheapest ways a consumer can connect to a movie character -- witness Tom Cruise's Ray-Ban Wayfarers in Risky Business and the brand's classic aviator-style he wore in Top Gun.

More often than not, however, as product placements go, they're notorious for being brand-unidentifiable, even on the big screen. 

From what we know already, a number of somewhat obscure sunglass brands appear in Iron Man 2. Will they be able to take advantage?Continue reading...

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