brand trainwrecks

Delta Trying Too Hard (Or Not Enough?) On Social Media Leads to Giraffe Gaffe

Posted by Nate Bartell on June 17, 2014 06:34 PM

What began as one of millions of World Cup-related tweets turned into a brand basher for Delta, who was skewered on Monday for its well-intentioned but ill-informed tweet supporting the US men's national team win over Ghana. 

Instead of simply using the two countries’ flags, Delta chose to accompany the game score with two images that were meant to symbolize each nation. For the United States, the airline chose the Statue of Liberty; for Ghana, it chose a giraffe. The problem? There are no giraffes in Ghana.

The massive World Cup-watching community was quick to pick up on the post's mistake and general lack of good judgement.Continue reading...

doing good

Brands Step Up for Disaster Relief in Wake of Hurricane Sandy

Posted by Sheila Shayon on November 1, 2012 01:16 PM

Here's to the many brands that have been stepping up in the wake of Hurricane Sandy's devastation on the U.S., providing everything from money to food to power and their employees, products and services to help disaster relief efforts. A partial list of charitable first-responders follows (and if we miss any, please let us know in the comments):

AT&T will extend late-payment windows for wireless and wireline customers, waive late payment fees and not disconnect services because of non-payment, and in an unprecedented open-network arrangement with T-Mobile, will enable roaming to customers of both companies in the impacted areas. AT&T wireless customers can make a $10 donation (up to $50) for Hurricane Sandy relief by texting to relief organizations. AT&T and T-Mobile also joined forces on a wireless roaming agreement, while Verizon Wireless is offering free charging for all cellphones.Continue reading...

London 2012

London 2012 Watch: Stop Worrying and Learn to Love the Olympic Uniform Debate

Posted by Abe Sauer on July 16, 2012 10:18 AM

Since it was revealed the Ralph Lauren-designed opening ceremony uniforms for the US Olympic team were made in China, a member of Congress has openly suggested burning them, a move some outraged Americans immediately endorsed — it didn't take long for a "Burn the New USA Olympic Uniforms" Facebook page to pop up, naturally.

According to one estimate, USOC's outsourcing of Team USA's apparel manufacturing to China cost the U.S. about $1 billion. While others have come to the Team USA's defense of the U.S. Olympic Committee (USOC) and Team USA, the Christian Science Monitor argued against corporate panhandling altogether. "While China is harvesting farm girls from remote provinces to be canoeists, gymnasts, and weightlifters — training them in state-owned facilities and paying top dollar to lure top coaches — the USOC is panhandling on the doorstep of corporate America." 

Ralph Lauren, which prides itself on being an All-American brand, is smarting from the outcry. Its namesake founder has vowed that the brand will produce the 2014 Winter Olympics Team USA apparel in the U.S., according to a statement released Friday that was backed up by USOC:Continue reading...

place branding

Guest Post: Jay Wang on Brand USA as Nation Branding

Posted by Jay Wang on February 10, 2012 01:33 PM

Brand USA, a non-profit, public-private partnership, is to launch a global advertising campaign next month, as part of the country’s concerted effort in marketing tourism to the world. As its core mission, the organization, created in 2010, is to “encourage and inspire travelers to explore America’s boundless possibilities.”

While America’s image in the global political imagination has experienced ups and downs over the last decade, the U.S. has remained as a leading destination for international investment, education and, yes, tourism. In 2010, with nearly 60 million international visitors, the U.S. ranked second (only to France) in international tourist arrivals, and first in international tourism receipts. In-bound tourism has seen steady improvement since it hit a low in the aftermath of 9-11 and the ensuing war in Iraq.

Nevertheless, this campaign is important and timely. Symbolic as it may be, it sends an unmistakable signal reaffirming America’s openness and optimism, the very foundation of the country’s soft power.Continue reading...

place branding

Brand USA Aims to Rehab America's Image to Boost Tourism

Posted by Sheila Shayon on November 7, 2011 03:31 PM

"Brand USA has arrived, and it is not just a tourism brand,” stated Stephen J. Cloobeck, chairman of Brand USA, at a public unveiling today in London. 

Formerly known as the Corporation for Travel Promotion, Brand USA is the new name for America's tourism body encompassing all 50 states, part of a new national image campaign that has been in the works since last year, when Congress approved the public-private partnership to refresh America's brand with a global campaign pitching the U.S. as a destination to tourists.

As America's national brand, what is Brand USA exactly?Continue reading...

viral buzz

G'day, Prez! Branding the White House, Australian Style

Posted by Michael Waltzer on August 3, 2011 05:30 PM

When it comes to naming rights and branding, there has to be a limit to what a brand can sponsor or name ... or does there? Trending on YouTube is a proposal to President Obama by the Australian detergent brand Vanish NapiSan.

The proposition? $25 million for Obama. All they ask in return is to be the official brand of the White House. What does that mean? The deal would involve some kind of signage of the brands logo at the front of the building and an exclusive agreement to use only Vanish NapiSan product to wash its laundry. And why is an Aussie brand pitching America's Commander-in-Chief?Continue reading...

and now, a word from our sponsor

USA Pavilion at World Expo Lets Down USA

Posted by Abe Sauer on August 26, 2010 03:00 PM

The World Expo is China is now half over. However, the reviews are already in on the United States' presence at the event. In a word: Overbranded.

Secretary of State Clinton choked back her dislike for the USA pavilion, managing only a compliment of "It's fine." That was in May, just after the event opened.

Now, more and more reports are streaming in about America's presence, and they are less than kind. The one thing they all have in common is a criticism of the USA, showing as overly corporate and too branded. At an expo meant to show the world a country's best face, what does this say about the nation?Continue reading...

media brands

NBC: Back to Basics

Posted by Sheila Shayon on May 6, 2010 12:20 PM

NBC is returning to a more traditional outreach to woo agencies and advertisers for the 2010-11 season.

Hoping to get out of fourth place in primetime viewership, NBC and its NBC Universal family of cable networks is going "back to basics" in its outreach to brand marketers this year, says NBCU president of ad sales Mike Pilot.

"For us, it’s a requirement, our big issue in the marketplace is getting NBC primetime back to health,” Pilot tells the New York Times.

Its May 17th New York upfront event for media buyers will take a more "traditional" tone in promoting NBC’s 2010-11 season. That means it will be “all about programming,” said Pilot. “We’re going to show a lot of tape; we’re going to have a lot to show.”

Twenty pilots are in development, as NBC is (a) looking for that most elusive of creatures: a hit and (b) to “repopulate the 10 o’clock hour” following the collapse of Jay Leno's talkshow at that hour.Continue reading...

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