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brand news

In the News: Intel, BMW, Apple and more

Posted by Dale Buss on January 7, 2014 09:22 AM

In the News

Intel jumps into wearables with earbuds, watch.

BMW rolls out driverless car at CES racetrack.

Apple says App Store sales topped $10 billion in 2013. 

AT&T lets content firms subsidize users' data costs.

American Airlines lands a flight after camera is found in bathroom.

Audi and BMW both plan laser headlamps this year.

BYD says Chinese cars are headed to US by late 2015.

Fitbit partners with Tory Burch for high-fashion wearable tech.

GE to spend $1 billion on Thermo Fisher buyout.

GM sees Opel/Vauxhall increase European share thanks to new Adam minicar.

Goodyear sees tire workers in France hold managers hostage.Continue reading...

brand news

In the News: AB InBev, Twitter, Cablevision and more

Posted by Dale Buss on February 27, 2013 09:09 AM

In the News

AB InBev fiercely denies allegations that it waters down Budweiser, as its earnings are boosted by U.S.

Twitter sees potential valuation soar as it mulls IPO.

Cablevision sues Viacom for making it run second-tier channels.

AMC is propelled by "The Walking Dead."

Apple is expected to address cash horde at annual meeting as it tries to crack India market with iPhone.

Asus plans aggressive push in U.S. PC market.

Boeing encounters lack of battery expertise as probe of Dreamliner drags on.

Facebook opens up its ad exchange to sell everything but Google.

GM CEO Dan Akerson requests no pay raise for second year in a row.

Huawei kicks off branding campaign at Mobile World Congress.

In-N-Out Burger is kept on track by heiress.

Kraft debuts theme of Velveeta as "liquid gold."

Macy's plans to intensify digital efforts and issues upbeat outlook.

Milwaukee Brewers renew deal with long-time sponsor Miller Lite. Continue reading...

brand strategy

Kraft Foods Revs Old Brands With Kraft Spin-Off and Mondelēz Launch

Posted by Dale Buss on October 1, 2012 02:22 PM

A major part of the logic behind the split-up of Kraft into snacks go-getter (and naming-challenged) Mondelēz International and its more tired North American grocery business is to create a "global snacking powerhouse" — and spur growth in the latter enterprise.

As Forbes noted, Kraft is moving from the New York Stock Exchange to NASDAQ with the move to spin off its North American business and rebrand its corporate parent: "Kraft is keeping its faster-growing global snacks business into a new company named Mondelēz International, ticker MDLZ, while its spun-off North American grocery business will keep the Kraft Foods name but trade under ticker KRFT. Both stocks will list on the Nasdaq when the breakup is complete, and the KFT symbol will be retired."

Now that Kraft Foods Group can begin selling shares with its own listing as an independent company after the market's close on Oct. 1st, it's time for Kraft to fulfill investor expectations as Mondelēz (which will debut on Oct. 3rd, with a defiant macron over its final 'ē') is considered to be the higher growth stock.Continue reading...

chew on this

Kraft Readies "Global Snacking Powerhouse" with Mondelez Spin-Off

Posted by Mark J. Miller on September 7, 2012 02:31 PM

Time to hide the children and batten down the hatches. Kraft Foods is “ready to unleash a global snacking powerhouse,” chairman and CEO Irene Rosenfeld told investors and analysts in the company's presentation at the Barclays Back to School conference in Boston on Thursday.

The snacks behemoth will officially launch the Mondelez brand for the global marketplace on Oct. 3 and is hoping that consumers in China, India, and Brazil start chowing down more and more on such products as Oreo cookies (a $2 billion brand thanks to glocal versions in China), Cadbury chocolates, and Trident gum. Kraft will maintain another division under the Kraft name that will focus solely on the North American marketplace and features such grocery staples as Velveeta and Oscar Mayer.

While the CPG giant is predicting to have a 2013 profit of $2.60 per share, according to the AP, it is also expecting Mondelez to not come zooming out of the gate.Continue reading...

chew on this

Post-Kraft Spinoff, Mondelēz To Enliven Young, Global Brands

Posted by Dale Buss on April 6, 2012 12:58 PM

Remember all that stuffy marketing from Kraft brands like Oreo, Trident and Tang? Well, once the newly named Mondelēz unit gets its freedom from Kraft in a spinoff of the company's fast-growing, internationally oriented snacks business, expect the marketing chiefs to push the envelope.

The brands to be deposited into Mondelēz — including the aforementioned Oreo, Trident and Tang — "tend to have a younger, vibrant appeal that allow us to push the edge of the marketing much further than some of the classic, traditional, more Midwestern-focused brands," said Mary Beth West, Kraft's chief marketing officer, in an interview with the Chicago Tribune. "That's not a value judgment," she insisted.

But West herself does plan to leave "Midwest" parent company Kraft Foods — based in Northfield, Ill. — to join Mondelēz. And she will be taking Dana Anderson, Kraft Foods SVP of marketing strategy and communications to join Kraft Foods CEO Irene Rosenfeld, who is also decamping to Mondelēz.Continue reading...

name game

Mondelēz, Mondelēz: Kraft Employees Name Soon to Be Spun Off Snacks Unit

Posted by Dale Buss on March 21, 2012 01:43 PM

What's in a name? Kraft Foods is about to find out, after announcing today that Mondelēz International is the moniker of the corporate global snack-foods unit that it will spin off by the end of this year, as announced last August.

"Mondelay," you say? Nay, nay! No need to dust off your high school French. The new name — pronounced "Mohn-dah-LEEZ" — is a Kraft-coined word that, the company explained in a press release, is intended to evoke the idea of "delicious world."

"Monde" derives from the Latin (and French) word for "world," the company explained, and "dēlez" is a "fanciful expression of 'delicious.'" And, of course, "International" captures "the global nature of the business."

Even though it won't be consumer-facing, pronunciation will be a challenge ("mon-de-lay," "mon-de-less," or "mon-de-leez"?) for the new name which was, as it turns out, employee-sourced.

Last fall, Kraft invited staffers around the world to suggest names and received suggestions from more than 1,000 employees. The winner was inspired by separate suggestions from two employees, one in North America and one in Europe.Continue reading...

brand news

Brands to Watch: Coke, Lego, Sesame Street & more

Posted by Shirley Brady on August 11, 2011 06:00 PM

Brands to Watch

Apple vs. Exxon battle spotlights brands' perception.

Chrysler partners with Walmart to promote Ram pick-up trucks.

Coca-Cola details plans to make over Atlanta HQ.

Forever 21 accused of pushing religion.

GM CMO Joel Ewanick wants  Chevrolet to be the Apple of automakers.

Heineken launches in India.

Kraft expands Velveeta with "cheesy skillets."

Lego masters art of "brand-hijacking" the news, writes Martin Lindstrom.Continue reading...

brand partners

Kraft Finally Crafts Winning Cadbury Bid

Posted by Anthony Zumpano on January 20, 2010 09:17 AM

The nearly $20 billion Kraft-Cadbury merger, despite months of bickering and the intrusion of other potential suitors, is finally a go.

Now comes the fun part. Will the brands blend like milk and chocolate, or like Velveeta and Creme Eggs? After all, Cadbury chairman Roger Carr spent most of the last four months hurling barbs at Kraft management, declaring just last week that there was "no strategic, operational, managerial, or financial reason" to execute the acquisition. But Carr’s post-deal comments imply that his aggressive stance was all in the best interests of his brand and the brand’s shareholders.

Posturing aside, expect the marriage to get off to a rocky start. Layoffs are inevitable, and in one British town, home to a Cadbury factory since 1879, workers are calling the deal “the end of a great British company.”Continue reading...

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