brand essence

As Airlines Spritz the Friendly Skies, Does It Make Scents for Their Brands?

Posted by Elisabeth Dick Oak on February 12, 2015 02:32 PM

Travel blogs are buzzing with the news of United's new brand scent, tentatively named “Landing.” A light blend of orange peel, sandalwood, cedar and leather, Landing can now be sniffed on jetways and United Club lounges at Chicago’s O’Hare airport.

United is not the first brand to hope customers will follow their nose. Cinnabon routinely puts their ovens near the front of their stores so that the drool-inducing smell of its cinnamon rolls will linger in the air. Automakers including Nissan have introduced their own scents. And hotel chains such as Sofitel and The Ritz-Carlton have piped signature scents through their air vents for years—tweaking them for specific locales and even selling them in their shops.

Airlines including Turkish Airlines and Air Canada’s low-cost rouge brand also offer their own branded scents, while Alaska Airlines is working on one, according to the Wall Street Journal. And they’re not wrong to make the investment in fragrant flyer programs.Continue reading...

brand news

In the News: McDonalds, Nissan, PepsiCo and more

Posted by Dale Buss on December 9, 2013 09:19 AM

American Airlines and US Airways set to take off as a new company after final Supreme Court action.

Audi saw 7-percent rise in November sales on China, US demand.

Chick-fil-A has been making "stealthful" health changes.

Compuware prompts joint bid by private-equity firms.

Domino's looks to India to supplant UK as second-largest market.

EADS to cut 6,000 jobs, report says.

Fiat sets to invest $12 billion in brand and plant revival, report says.

Google, Microsoft lead group of tech giants urging limits on government surveillance.

GM pares production in problematic South Korea and Australia markets. Continue reading...

sporting brands

Soccer Sponsorships Turning Rival Fans Off Products

Posted by Mark J. Miller on November 28, 2011 12:02 PM

Airlines have taken to sponsoring teams in England’s Premier League recently. Etihad Airlines signed on with Manchester City in July. Emirates Airlines has its name on Arsenal’s stadium. And Turkish Airlines has a deal with Manchester United.

Great promotion for the airlines, right? Well, there are a few that get turned off when a brand sign on with a team: the fans of that team’s rivals.Continue reading...

sporting brands

Man United Scores a Brand Victory

Posted by Mark J. Miller on September 29, 2011 05:29 PM

The fans of the English Premier League’s Manchester United have had plenty to crow about over the years: a club World Cup title in 2008, the most Premier League division titles (19) and most Premier League titles (12), among many other awards.

Its rabid fan base, some of which were frighteningly captured in Bill Buford’s excellent Among the Thugs, now has something else to chant about: Man U., which already calls itself "the world's most popular football team," has been declared the most valuable sports team in the world, according to Marketing Week in the UK.

“The Premier League club’s brand value has increased 109% from 2005 to £412 million ($639 million) in 2011,” according to a Brand Finance report, Marketing Week reports. The key has been that the Glazer family, who own the team, have brought marketing knowledge to the team from their work as owners of the NFL’s Tampa Bay Buccaneers.

In the last year, the site notes, the team “reported a record annual operating profit of £110.9 milion ($172 million) this year.” One of those strategies has been signing on with global partners such as Aon, Nike, Audi, Turkish Airlines, and DHL. Those partners pay a collective £110 million ($170.7 million) annually to be associated with Man U., the site notes.

The club has also increased its revenue through domestic and international media deals as well, Marketing Week reports. Some think the Glazers have actually damaged the club, though.

The Manchester United Supporters Trust, a lobbying group that opposes the Glazers’ ownership of the club, “says it is the team’s success on the pitch and the commercial department’s achievements in securing deals, rather than the Glazers that have built its brand value,” according to the site.

However they did it, the Glazers are now sitting on top of a very valuable commodity, one that is truly a global brand.

branding together

EA Sports’ NBA Jam Adds European Flair with Turkish Airlines Euroleague Basketball

Posted by Mark J. Miller on August 31, 2011 11:57 AM

When Turkish Airlines signed on for five years of being the sole sponsor of Euroleague Basketball, the professional basketball league in Europe, it likely had no idea that it would (a) be getting a lot of press because current NBA players have either signed or are considering playing there this season if the NBA’s lockout continues, and (b) had no idea their name would be plastered onto one of the world’s most popular video games: NBA Jam. reports that Euroleague Basketball has signed a licensing deal with Electronic Arts to use its players and teams in NBA Jam. This is the first time that European players and teams are featured in the game, beginning with NBA Jam: On Fire Edition, according to the EA/Euroleague press release on the partnership.

“All fans will be able to choose any of the four participating teams in the last Turkish Airlines Euroleague Final Four,” said a statement from the league. And if video-game players get bored of playing with the Carmelo Anthonys and Kevin Durants of the NBA part of the game, they can get a little dose of international flair and take control of such players as Dimitris Diamantidis, Sofoklis Schortsanitis, or Carlos Suarez.Continue reading...


Ad Watch: AT&T, Chrysler, Coca-Cola, EA, NBA and more

Posted by Shirley Brady on January 18, 2011 05:30 PM

AT&T promotes its 4G network with a commercial that rewinds a football player's life back to the moment his dad first bought him tickets to a game, purchased (of course) with his AT&T phone.

Watch more new spots — from Audi, Coca-Cola, TurboTax, Intel and other brands — after the jump.Continue reading...

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