Posted by brandchannel on July 15, 2014 01:03 PM
LeBron James has always been more than an athlete—he’s a brand. The overwhelmingly positive sentiment surrounding the NBA star's decision to return to play for the Cleveland Cavaliers underscores an important truth: a brand's ability to attract customer loyalty, and in turn, maximize earning potential, is not solely the result of a high-quality product, but its ability to communicate authenticity and purpose.
Indeed, while LeBron has spent much of his career as one of the greatest basketball players on Earth, his stature amongst fans has always been intimately tied to his authenticity and purpose. The strength of LeBron’s personal brand at the start of his career was largely due to the authenticity of his narrative. LeBron overcame poverty and an absent father to become the future of his hometown Cleveland Cavaliers. He embodied the struggle of the city and the resolve needed to rise above adversity.
In 2008, James released a documentary about his high school basketball team, More than a Game. The documentary depicted how the evolution of his game stems from the evolution of his relationships. It’s his brand positioning: "This is why I care." It was a gripping narrative that fans could feel through every spectacular dunk, emphatic block and signature powder toss. As the title of his documentary suggests, LeBron’s story has always been “More than a Game.”Continue reading...
Posted by Shirley Brady on July 11, 2014 01:15 PM
In stark contrast to the media hype surrounding "The Decision" to join the Miami Heat in 2010, LeBron James—sorry, King James—has announced that he's going back to Cleveland to rejoin the Cavaliers in a social media slam dunk.
He led with a tweet (retweeted more than 45,000 times in the first hour) stating "Just posted a photo" that links to an Instagram photo that garnered more than 425,000 "likes" in the first hour.Continue reading...
what girls want
Posted by Sheila Shayon on July 1, 2014 02:22 PM
With already more than 150 careers under her tiny belt, Barbie, the iconic—and sometimes controversial—doll from Mattel, has officially become an entrepreneur as the doll's 2014 career of the year. The launch puts her in the company of a growing tide of female leaders, including the one-in-five that are leading startups.
Like any smart entrepreneur, Barbie is already hard at work building her network on LinkedIn, where she's pitching her new business, "Dream Incubator," in which she acts "as a consultant, helping girls around the world play out their imagination, try on different careers, and explore the world around them."
Her page features a lengthy resume, because after all, "when anything is possible, a girl is tempted to try everything she can," and includes insights from a group of female entrepreneurs, inlcuding the founders of One Kings Lane, Plum Alley, Girls Who Code and more, “who all have inspiring stories for girls today and are truly #unapologetic about living their dream.”Continue reading...
Posted by Mark J. Miller on June 25, 2014 01:32 PM
ESPN may be the Goliath of sports broadcasting, but a new, more nimble brand is about to start chipping away at its market share. Time Inc. today is launching 120 Sports, its all-digital network that will feature an endless supply of sports-related content in videos that clock in under two minutes.
The network will not just broadcast up-to-the-minute videos of what’s happening in the sports world, but will also be responding to whatever sports-related themes are trending on social media. “Below the video player, viewers will find a constantly rotating collection of data cards integrating everything from live tweets and polls to Sports Illustrated stories and ads, all of which can be pulled up without ever leaving the video,” Adweek reports.
"It's really just not television," Joe Inzerillo, chief technology officer at MLB Advanced Media told Ad Age. "It's the anti-television."
And that's exactly the point. The network is hoping to be millennial-friendly with a strict no-suit rule for its anchors, all of which will use iPads and smartphones to keep up with sports news while broadcasting.Continue reading...
Posted by Dale Buss on June 23, 2014 09:17 AM
American Apparel ousted Dov Charney over nude pictures, report says.
Honda, Nissan and Mazda expand recalls of Takata airbag systems.
Starbucks brings made-to-order soda to 16 states and raises prices on drinks and bagged coffee.
Audi draws up EV plans to counter BMW and Tesla, report says.
Thrillist brings online experience to life in New York on second annual Best Day of Your Life.
MORE BRAND NEWS
Ace Hardware renews performance in a big-box world by emphasizing local service.
BMW extends joint venture with Brilliance in China to 2028.
Barbara’s promotes natural snacks and cereals in new campaign.
BNP Paribas nears settlement in US for up to $9 billion.
Bono calls for more brand partnerships with RED at Cannes presentation.Continue reading...
Posted by Sheila Shayon on June 9, 2014 04:17 PM
As the opening bell of the New York Stock Exchange rang this morning, 91-year-old publishing juggernaut Time Inc. officially made its public debut after a contentious and lengthy spin-off process from corporate parent, Time Warner Inc., which may be looking to get younger and hipper by buying a piece of a younger media empire: VICE.
In what will be a very public test of the print industry in a world overtaken by digital players like Vox and BuzzFeed, Time Inc. is now the only publicly-traded company in the US with just magazines in its portfolio, adding pressure to the digitally-challenged publisher who will now rely solely on its media brands including TIME, Sports Illustrated and People for its future fortunes.
The media company, renowned for an impressive empire that includes more than 70 overseas and 23 domestic magazines, has for the last decade seen revenues fall by 34 percent and cut its operating profit by 59 percent. Overall magazine circulation has dropped 1.4 percent in the second half of 2013 compared to the second half of 2012, according to Audited Media, with paid subscriptions, which account for 90 percent of total circulation, falling flat in the same period.Continue reading...
World Cup Daily
Posted by Mark J. Miller on June 4, 2014 02:44 PM
The vast majority of football fans around the globe will be watching World Cup games on TV, whether that's in a pub, in a city square with thousands of others, or alone at home where no one else can see you worry through each excruciating minute. However, all those fans will also be heading online to search for highlights, commentary, and a place to share their extremely knowledgeable opinions. Marketers are placing their bets that this World Cup will shape up to be a major online event.
After all, Google reports that "searches related to the tournament over the past four years have outnumbered those for the Olympics, the Super Bowl, and the Tour de France combined," according to Bloomberg. That kind of data has led every brand and its brother to launch World Cup-related online content. Sports Illustrated is hosting a standalone Planet Futbol site to cover the Cup and draw as many eyeballs as possible, as Adweek notes.
One of Nike's World Cup ads, the "Winner Stays" spot (above) featuring top footballer Cristiano Ronaldo, had 78 million views online (on YouTube and beyond) in April before it even debuted four days later on TV, partially due to Ronaldo, the world's most popular athlete on Twitter, tweeting it out to his ardent followers, Bloomberg adds. Still, Nike didn't feel compelled to release it on different platforms concurrently. Online ruled the day.Continue reading...
brands under fire
Posted by Mark J. Miller on March 10, 2014 10:57 AM
The Boy Scouts and Girl Scouts of America seem like they would be the perfect all-American brands, but the children's service organizatons have had their fair share of controversy.
In a continuation of the gay rights saga surrounding the Boy Scouts, Walt Disney recently announced that it would cut funding to the organization due to its policies surrounding openly-gay Scout leaders. While the company doesn't donate funds directly to the organization, the company said it would "stop allowing employees to do volunteer work through Disney’s VoluntEARS program in exchange for cash donations to the Boy Scouts of America," according to Time.
The national organization voted last year to allow openly gay youths but decided to keep its ban on openly gay leaders intact. Other major brand sponsors, including Lockheed Martin, Chipotle, Merck and UPS have stopped funding the organization as a result.
The Girl Scouts, on the other hand, are also having a bit of an image issue as the organization looks to put its brand in front of more children. The group struck a deal last year with Mattel for a Girl Scouts-themed Barbie doll, including a related patch, booklet and website.Continue reading...