place branding

Greater Danes: Denmark Expands Presence in Copenhagen and America

Posted by Mark J. Miller on March 6, 2015 11:55 AM

Denmark's capital city of Copenhagen would like to get a bit bigger to help it draw a few more tourism dollars, but there’s no real way to grow it geographically.

So the city is attempting to get a bit clever and include a neighbor in its tourism marketing efforts as well—Sweden, which is no slouch when it comes to place branding.

The leaders of Copenhagen are hoping that the good folks of the southernmost province of Sweden, Skåne, that borders the city will be up for identifying themselves as Greater Copenhagen.

The region is already known as Øresund, but that name doesn’t exactly ring a bell for anybody who lives outside of the region.Continue reading...


America's Import: Chrysler Takes on Foreign Rivals in New Ads

Posted by Dale Buss on October 27, 2014 02:18 PM

Chrysler has begun ratcheting up exposure and promotion of the all-new 200 sedan in the next phase of its advertising strategy for the car, USA Today reports. Four new TV spots take the notion of "America's Import" to new level as Chrysler it casts the 200 and its attributes against the traditional strengths of foreign competition, Auto News notes.

And in an interesting twist, Chrysler launched the new campaign during the NFL broadcast on Sunday of the early-morning game pitting the Atlanta Falcons playing the Detroit Lions—in London, as the NFL looks to boost its global brand.

Fiat Chrysler CMO Olivier Francois views gaining the deep and widespread enthusiasm of American consumers for the 200 as perhaps his most important task for the entire company right now. "My personal challenge is to prove that with the right product, Chrysler [brand] can make it," he recently told brandchannel. "The 200 is the right product. And my top thing at this moment is to convince the people in this country that the 200 is all-new."Continue reading...

app watch

IKEA Founder Wants Consumers to Flap Their Way to Savings

Posted by Mark J. Miller on July 28, 2014 10:33 AM

The richest man in Sweden, Ingvar Kamprad, who also happens to be the founder of IKEA, wants to share his money-saving ways with consumers beyond them just buying his affordable, do-it-yourself furnishings.  

As the owner of Ikano Bank, Kamprad recently provided quite the savings incentive when the bank launched its own form of the viral mobile game Flappy Bird. In the game, users fly their piggy banks through challenges like jewelry stores and shoe retailers, Bloomberg reported. The “Flappy Saver” game ran from June 27 to July 18 and was played 1.52 million times, with the winner banking 100,000 krona ($14,625).Continue reading...

sip on this

Brooklyn Brewery Takes Its Sips to Stockholm in Local Beer Brand Extension

Posted by Mark J. Miller on May 30, 2014 06:25 PM

The brand of New York City's Brooklyn borough has been rising for years and is now so stamped on American culture that it is easy to caricature. Brooklyn Brewery, one of the fastest-growing craft brewers around, has benefited from the borough's brand rise and its latest step is giving it (and the borough) a more global reach.

According to Bloomberg, the brewer has partnered with Carlsberg, its Swedish importer, and D. Carnegie & Co. to open a new brewery in Stockholm, Sweden, that will sell their wares. Sweden is the second-most popular market for Brooklyn beers outside of the borough itself, but the new brewery won't be just serving up traditional Brooklyn brews. A whole new line of beers, Nya Carnegie, are flowing from the taps there since it opened in early April.Continue reading...

olympic effort

Small Brands Make Big Impact at Sochi on the Backs of the Right Athletes

Posted by Mark J. Miller on February 24, 2014 07:42 PM

With the Sochi Winter Olympics over, many brands are wiping sweat from their brow, just glad to have made it through the controversial games unscathed by the growing human rights protest around Russia's anti-gay laws. 

But while Chobani may have gotten the most bang for its Team USA sponsorship buck, other brands that spent millions on official Olympic sponsorships weren't necessarily the ones that ended up on the medal stand when it comes to leaving a lasting impression on the minds—and wallets—of consumers. 

For one, P&G saw the repeated success of its "Thank You" campaign, whose viral "Thank You Mom" TV ads and intimate videos won over consumers with heartfelt messages of support and triumph. With over 18.5 million views on YouTube, P&G plans to carry its momentum into its accompanying sponsorship of the Paralympics with its new spot—the first made specifically for the Paralympic Games—"Tough Love," which has already garned over 2 million views. 

Despite not shelling out any official sponsor fees, Nike saw a good amount of spotlight in Sochi thanks to its brand being on the back of many competing athletes and its hard-fought ambush marketing skills.Continue reading...

cocktail hour

All the News You Can Drink: Beer Vendors Struggling, Cerebral Palsy Ale, Australian Wine Dump and more

Posted by Mark J. Miller on July 19, 2013 05:11 PM

Cubs’ Beer Vendors Hurting Like the Team

As the second half of the Major League Baseball seasons gets underway Friday, the Chicago Cubs are one of the worst teams in pro baseball. Dwindling attendance and down-trodden fans are having an effect on the club’s beer vendors.

Beer sales have been slipping for years at Wrigley and this one is no different. One vendor told ESPN that he’s down 15 percent in total earnings so far this year compared with last year. He’s had some games this year where he only sold two or three beer loads, which was once thought as ridiculously low. It doesn’t help that the club (and every other pro-sports team) keeps raising the price of a cup of beer (now $7.75 for Budweiser and Old Style products) and that people aren’t bothering to show up for games even when the tickets have already been purchased.

While the Cubs continue to be considered “loveable losers,” the vendors wouldn’t mind if the team decided to win a few. "People want to be attached to a winner," part-time vendor Nicolas Zimmerman told ESPN. "So when the Cubs start winning again, this will probably be the place to be again. But now, it just isn't."Continue reading...


Volvo Struggles in Questionable Chinese Business Market

Posted by Abe Sauer on March 28, 2013 10:27 AM

One detail that contributed to the tragedy of China's Great Leap Forward was how local leaders reported what the central authority wanted to hear and not the reality. Volvo, it seems, is learning that, despite economic development and opening, business in China is still done with "Chinese characteristics."

The venerable Swedish auto brand recently reported that its China dealers have been inflating sales numbers to clench cash incentives. It claims it fixed the problem, but the practice of grasping the short term at the cost of the long is a particularly present challenge for China that goes far beyond Volvo.Continue reading...


In Sweden, 7-Eleven Draws On Its Past For a Bold, Retro Redesign

Posted by Mark J. Miller on January 25, 2013 03:07 PM

In the United States, 7-Elevens aren’t exactly known for their funky appearance. But in Sweden, convenience-store consumers will be experiencing a completely different aesthetic in 2013 as the brand undergoes a groovy redesign there.

Stockholm was the location of the chain’s first European shop in 1978. Now its Swedish locations are getting an overhaul that started rolling out in December, using the company’s green and orange color scheme as its foundation in a highly minimalist way.

Green-and-orange striping abound on the chain’s cups, napkins, and bags, while green also adorns store walls, making the environments appear warmer than their antiseptic American counterparts.Continue reading...

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