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brand strategy

Unilever CEO Sees Decade-Long Slump, Sticks to Sustainability Commitment

Posted by Dale Buss on December 14, 2012 01:32 PM

Japan experienced a "lost decade" of economic stagnation in the Nineties, and that was bad enough. But now the CEO of Unilever warns that Europe's slump may end up lasting at least that long. And that means Unilever and the rest of the CPG industry will continue having to adapt to it.

"We are in for at least 10 years of slow economic growth in Europe, and I don't see that changing" after the continent already has been slumping for a few years, Paul Polman told Bloomberg. "The key thing is to see reality in the eye."

And while Polman looks for continued difficulties in the Dutch company's close European market, which accounts for about 25 percent of its $65 billion in annual sales, he also doesn't like what he sees — and foresees — in the economy of the U.S., for which Unilever now depends for about 16 percent of sales.Continue reading...

sporting brands

How Green Bay Packers Plan to be "America's Team"

Posted by Dale Buss on November 16, 2011 11:49 AM

Despite the team's many stumbles on the field over the several years, no other organization has seriously disputed the standing of the Dallas Cowboys as the unofficial "America's Team" of the National Football League — until now.

Based on the opinions of sports branding and marketing experts, licensed-merchandise sales, and other indicators, the Super Bowl Champion Green Bay Packers are challenging to take away the Cowboys' hallowed standing as the favorite "second team" of football fans after their hometown squad. Or so says the Milwaukee Journal Sentinel, a hometown paper of sorts in Wisconsin.

It isn't just the fact that the Packers remain undefeated this season, at 9-0, after Monday night's laugher over the Minnesota Vikings. Or that the team based in America's tiniest NFL hometown is being led by the mid-season favorite to win the league's MVP title, quarterback Aaron Rodgers. Or that Packers linebacker Clay Matthews has become a household name through his endorsement deals with Nike Football, Suave and Muscle Milk.Continue reading...

celebrity brandmatch

Dove Men's Line Adds Magic Johnson to All-Star Roster

Posted by Sheila Shayon on March 7, 2011 12:30 PM

Dove is standing tall for men. Really tall. Magic Johnson is the latest recruit for Dove Men+Care, the Unilever-owned brand’s campaign featuring male athletes.

Launching March 14 during the NCAA March Madness championship tournament, the spot will echo other athletes' "Journey to Comfort" spots (such as Joe Girardi's, above) with the introduction: “My name is Magic Johnson, and I’m definitely comfortable in my own skin.”Continue reading...

brand news

Brands to Watch: BBC, Chanel, Disney and more

Posted by Shirley Brady on January 26, 2011 06:30 PM

Brands to WatchAssociated British Foods, Coca-Cola, Kraft, Premier Foods and P&G join UK waste reduction pledge.

BBC to trim World Service.

Chanel's Karl Lagerfeld goes more casual with latest runway collection.

Coca-Cola hit by Venezuela strike.

Disney cuts back at videogame division.

Egypt continues blocking Twitter, Facebook, YouTube, Google and Ustream as two die in Cairo protests.

Facebook beefs up security after Mark Zuckerberg's FB page was hacked.Continue reading...

trend report

Hot Products in 2011: Simple, Easy, Tasty

Posted by Barry Silverstein on January 25, 2011 10:30 AM

Even as President Obama gives his State of the Union address this evening, consumer product marketers are evaluating the state of the economy.

After pulling back the last few years, U.S. product marketers actually introduced almost 41,000 new products in 2010 — an increase from just under 39,000 in 2009, according to research firm Mintel.

So what does the marketplace look like in 2011 — and what product trends are we likely to see?Continue reading...

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